A lengthy paper I completed for a Brand Equity Management class: BlackBerry-Brand-Audit.
BlackBerry is the poster child for a ‘challenger’ brand, having been in this unfortunate position for many years now.
After many hours of research and analysis, I almost decided there was no hope for this brand’s device business, but there’s always opportunity!
Overall, I think the brand needs some fresh new marketing concepts that can be implemented at low cost. Gee, what do we have on hand? Social media maybe? User-generated content maybe? Video marketing maybe?
Read my paper for specific recommendations. It is long (56 pages) by course requirement, but contains a handy Table of Contents that allows you to cut to the chase :).
Comments are welcome. I’m proud to be able to say I received an A+ on this paper, for the entire course, and have kept up a 4.0 GPA in grad school. I will receive my Masters degree in Integrated Marketing Communications from West Virginia University in August of 2016.
JoAnn C. Burnett, MS-IMC, CDMP, PCM 