Stopping RIM's downfall. A repositioning of the Blackberry brand

Seminar paper from the year 2012 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, Oxford Brookes University, course: Product & Brand Management, language: English, abstract: In the last few years, the market share of RIM has continued to decrease and the low revenues have pushed its stock to a new seven-year low, raising questions about the company’s ability to survive against its relentless competitors such as Apple’s iPhone or Google’s Android who have clearly taken over the leadership of the smartphone market. Without a significant management and strategy change, Blackberry will not be able to regain old power and to lose its current image of being untrendy and out-of-date. Having examined in detail the causes of Blackberry’s downfall of popularity, this report aims to show opportunities for RIM to increase market share again by adopting and implementing a different brand positioning strategy.