Research In Motion Ltd (NASDAQ:BBRY): Perception of BlackBerry Goes Up While iPhone Experiences Decline

Posted by on February 16, 2013 0 Comment


The launch of the Research In Motion Ltd(NASDAQ:BBRY) Z10 smartphone and BlackBerry 10 mobile platform has been a “make or break” situation for the company apart from the fact that the name has been officially changed to Blackberry from Research In Motion. As per data from BrandIndex, the company is presently enjoying its bestU.S.consumer perception score since September 2011!

5,000 people are interviewed each weekday by BrandIndex and the data is analyzed “Buzz” scores, which then range from -100 to 100, with 0 being a perfectly neutral score. People were asked if they have received any positive or negative feedback or update about BlackBerry. Till date, the company had a negative score for a record 14 months but from December through mid-January, the score has been around 7. The change of name to revitalize the tarnished brand seems to be bearing fruit, with their commercial during the Super Bowl voted the best one in Q3 on the NFL website.

But perceptions of Apple’s iPhone have been declining. It scored 38 when the iPhone 5 was launched but went down by 3 in mid-January and by 13 at the end of the month—which put it just one point ahead of Samsung’s rising Galaxy brand, which started January with a Buzz score of 2.

An upcoming “Keep Moving” campaign will also feature videos of celebrities, including Keys, director Roberto Rodriguez and writer Neil Gaiman, using the BlackBerry Z10 as they work on projects BlackBerry has big plans after showing off the Z10 to public influencers like CIOs, developers, celebrities and musicians – it wants to market the idea via videos by showing consumers through YouTube videos what a BlackBerry phone can do.