Research in Motion, for years has enjoyed extremely good brand value when it comes to the BlackBerry brand.
As a matter of fact, the BlackBerry Brand has been on the BrandZ Top 100 Most Valuable Brands list for years, reaching as high as #14 in 2010.
Last year the BlackBerry brand came in at #25 on the list, but, with all of RIM’s recent troubles, BlackBerry didn’t even make the top 100 in 2012. BlackBerry is ranked #20 in the Technology category, however, BrandZ estimates that the BlackBerry brand had a 75% decline in value from 2011 to 2012.
There is no question that the name BlackBerry is still pretty popular and most people immediately know what you are talking about when you say the name BlackBerry. The connotation associated with the name BlackBerry, however, is becoming bit more negative and this is something that Research in Motion really needs to be concerned about.
It will be interesting to see if BlackBerry 10 and the wave of next-generation BlackBerry 10 Superphones coming at the end of this year will help push the BlackBerry brand back onto the top 100 list?
I would say that it would be 2014 at best before BlackBerry could get back on this list. Even if BlackBerry 10 devices are a smash hit, it will take a while for before the number of BlackBerry 10 users to be large enough for BlackBerry brand value to start trending back up…
2013