Blackberry: The Hottest Brand Around

Its no secret tha tBlackBerry is a brand that is well-known

, well-respected and well-loved by consumers across the globe. Young consumers, young-at-heart consumers and business professionals alike cant get enough of the latest BlackBerry tablet, as well as the classic handsets. So whats BlackBerry doing so right? And what do consumers think are the brands strongest assets?

Anyone thats a BlackBerry user knows that BBM (BlackBerry Messenger) has put the brand in a league of its own. With full keyboards that are easy to use, BBM is so addictive that its actually started its own trend. In fact, there is no other messaging system that is more preferred than BBM. The proprietary messaging platform makes the phones appealing to a wide range of audiences and is one of its top selling points.

For the BlackBerry brand, the youth consumer has had a lot to do with its soaring popularity. Marketers know that this young market is very important, as there is a lot of peer influence over purchase decisions. In fact, an overwhelming 65% of youth purchase handsets because of peer influence. BlackBerry has strong positive brand recognition overall, and this preference continues to increase year over year.

For a generation that is as tech savvy as they are, todays young adults are not only looking for devices to text with, but also ones that provide the best cameras and coolest features (aka bells and whistles). Its not odd to see this target group playing for hours on their phone customizing the graphics, screensavers, background image and home page design so that it fits their lifestyle. BlackBerry has capitalized on this by providing many different handset options, as well as ways to customize the interface to be an extension of the users preferences and personality. In addition, many 3rd party companies provide BlackBerry accessories that allow todays young consumer to pimp out their phone to the nth degree. Accessorization is actually one of BlackBerrys strongest trends which is actually having a reverse positive affect, as users are purchasing the phones just so they can customize them.

Whereas in the past, BlackBerrys were characterized as mobile devices used mainly by business professionals, there has been a major shift in the brands audience, where today 20 something females are driving the demand, especially in countries like Malaysia and South Africa. The BlackBerry Malaysia market is considered a very strong emerging market and continues to see dramatic growth. This is an audience that is addicted to BlackBerry software apps that help them stay connected 24/7. And with the BlackBerry price as affordable as it is, the brand it keeping itself accessible to all audiences.

by: Ola

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