Before Apple and Google came up with their iPhone and Android devices, BlackBerry used to be the most popular devices among young users at its peak in 2008 with a value of $55 billion. Due to the introduction of iPhone by Apple, which was very innovative with no keyboards, BlackBerry's shares started to drop as well as their number of users. BlackBerry had 80,000,000 users on 2012, but by 2015, it decreased by 70%. I believe that BlackBerry needs serious rejuvenation of its brand image.
In order to increase their brand equity, BlackBerry has to increase its financial value, stock market value, revenue premium, and customer values.It is not easy to upsurge their values instantly; however, it is critical to survive in the fast-changing technology industry. I believe BlackBerry should take following actions:
- Develop innovative products
- Attract new customers from various region, not only focus on North America
- Improve their customer service
- Utilize social media for promotion
There are several ways that BlackBerry can rejuvenate and manage their brand image positively, so it is important for them to take actions as soon as possible for survival.
