1

BlackBerry has made impressive progress since 2002, but the brand

started to fall in 2011.

Source: BrandAsset® Valuator USA, 2002-2013FH, All Adults

Leadership

20022003

2004

2005

2006

2007

2008

2011

2012

2013FH

2009

2010

Curiosity:Niche or

Unrealized Potential

New/Unfocused:New, Unfocused or

Unknown

Fatigue: Commodity or Eroded

Mass Market

Bra

nd

STR

EN

GTH

(En

erg

ized

Diff

ere

nti

ati

on

& R

ele

van

ce)

0

50

100

0 50 100

Brand STATURE(Esteem & Knowledge)

2

The declines in Energized Differentiation, Relevance and Esteem result in the Brand Erosion since 2011

Source: BrandAsset® Valuator USA, 2002-2013FH, All Adults

Energized Dif-ferentiation

Relevance Esteem Knowledge0

20

40

60

80

10009'

09'

09'

09'

10'

10'

10'10'

11'

11'

11'

11'

12'

12'

12'

12'

13'FH

13'FH

13'FH

13'FH

3

In 2009 In 2013FH

*BlackBerry is stronger than 90% of the brands in the brandscape on these attributes

Source: BrandAsset® Valuator USA, 2009, 2013FH, All Adults

Brand Perceptions*of BlackBerry also have weakened.

4

BlackBerry has a tough game to play as the category is becoming more competitive

*Category consists of smartphones, operating systems, tablets and laptop brands

Source: BrandAsset® Valuator USA, 2009, 2013FH, All Adults

LeadershipCuriosity:Niche or

Unrealized Potential

New/Unfocused:New, Unfocused or

Unknown

Fatigue: Commodity or Eroded

Mass Market

Category* Average

2009

2013FH2009

2013FHB

ran

d S

TR

EN

GTH

(En

erg

ized

Diff

ere

nti

ati

on

& R

ele

van

ce)

0

50

100

0 50 100

Brand STATURE(Esteem & Knowledge)