Brand: Black Berry

What’s in a name is a question which is being asked each day down the ages. Each day a new answer emerges. No one has ever found the ultimate meaning. Likewise what is a brand? So many names come to ones mind. Off the cuff names like Van Hussen, Wipro, Reebok, Motorola, Hutch, Richard Branson of Virgin Air, Aishwarya Rai Bachhan, Microsoft Bill Gates and then suddenly the whole world seems to stop for a while when one hears the distant soft and soothing name of Black Berry. Wow Black Berry. What is that? It’s a black berry fruit of north Canada and the United States of America.? It’s a delight to have a small bunch of black berries. The name is so catchy so much so that we stop at all kinds of brands of cell phones, IPods’ and whatever one can think of, when one hears the brand name Black Berry. It resounds and it’s intriguing what a Black Berry can perform perhaps no other brand does so effectively. You may take away your entire life waiting. So its time without a question asked yes one will own a Black Berry, oh not to eat but to play with when one has time up ones sleeves, listen to enchanting music too. Waiting in a queue at an airport for a flight or in a snarling jam not being able to make it to the meeting one shall not be found absent as every roving businessman is now in possession of a Black Berry and is integrated with his office email system. You will get in touch with your team in the densest of delay traffic jams and airport hassles. Surely one would hate to be noted as absent particularly if you happen to be the Company’s CEO. So here comes the invincible Black Berry to the business man’s, a busy man’s ultimate rescue. What is a brand but a name which speaks volumes about the product the family and what is most important of all is yourvalued possession. In ones life we all come across millions of products serving a similar purpose. A shirt made in low cost countries, like China or India, get wings when a name like Peter England or Armani is attached. Where how and at what cost the shirt was made has no valid importance. All that is important is do you have that famous brand? If you do you are an elite, if not join the defeated loners. Who would like to be dubbed a failure surely not you? So here we go to educate one across the globe of what a brand really signifies. To that extent one must first know about some basic terminology which is outlined herein before one makes the Black Berry, ones valued singular possession. Now please pause a while before you pocket a much desired Black Berry.

What is a black berry?

Black berry is a wireless cell kind of a device which was introduced in 1999 .It affords mobile telephony text messaging, Internet faxing and browsing and emails services. A Canadian firm, Research in Motion (RIM), has developed the Black Berry. This cell came into prominence by marketing emails and today the screen of a Black Berry is also coloured. The latest models are 8100 and 8700 series, which has an Intel PXA 901 312 MHz processor; with a 64 MB flash memory and 16. SDRAM Thus Blackberry is a much-liked device by roaming businessmen and where the there is a need for roaming business people to be provided with email facility. The Black Berry can also be integrated into the Main Business Centre by installing a Blackberry Enterprise Server system (BES) that needs to be incorporated.
Brand terminology

what is a brand?

Any company which goes into marketing wants to ensure that it is well known by a particular name.  What is its name its brand or its registered trademark by which it is known to all its customers and buyers? This particular name will help the consumers identify the product of the company by its logo, a sign or insignia or by its particular name. This name carries a personal rapport between its customers and the company on a one to one basis. It could be a product or a service and in today society a heritage also. That is Aishwarya, belongs to Bachhan’s family and Michael is a Douglas.

Emotional attachments

A large number of customers over a period of usage and time become emotionally attached to a product and or service and would prefer going to the same company for its products howsoever old or newer in nature. Some customers attach a positive value to a brand whilst others may owing to some of their own experiences have a negative association. Be it positiveor negative the brand maker has to utilize this information in improving his quality and also spreading his wings. This is an important aspect of marketing and no brand management can ignore the negative attachments of its users. They have to improve upon their intrinsic quality and service. Particularly post sales service which is generally ignored by-lower levels to the detriment of its customers and users and the brand suffers its well earned reputation.

How can a brand be audited?

All activities of a brand can be subjected to an audit, which is a detailed analysis of the value of the product or its service. The company’s market status or the health of any band can so be well gauged by any customer. All customers can also help in improving a brand between the brand maker and customer relationship or direct and or indirect interaction.

Can all customers be aware of a particular brands quality?

All markets have a standard customer base by way of personal and repeated associations. A company can introduce a brand awareness programme by way of feed back from its users or call in data, as per its own basis to understand the needs of its customers thereby bringing about a customer producer orientation with a view to improving the brand product or service. A brand can be either naturally recalled by a customer by his past usage or the brand maker could seek information by acquainting the customer of its earlier branded product. The customer’s involvement is considered of great use for the brand maker to improve his own name and product

Training a team of promoters as brand champions.

A champion in military quarters is an important functionary. The champion not only passes orders but also enforces a certain amount of discipline and integrity and good association among all its ranks. In a similar fashion the business industry also inducts trains and motivates its selected personnel to promote the name its brand. Very good companies like Coca Cola, Van Hussen  Yahoo Goggle Reebok and Nike, just to name a few have a fleet of Champions, whose main task is simply to promote its brand amongst the customers both old as well as new ones. The employees form a dedicated team as in the long run they too benefit by promoting the brand.

What is the contribution of a CEO in promoting brand culture?

Good and strong managements and organizations in any business must have a dedicated CEO. His task is an important one in formulating the image of his brand in the minds of its employees as well as its trusted customers. The internal management and attitude of all the staff officers and workers is very essential to enforce a good brand culture within the organization. The CEO has to lead his team through a tough market and its his dedication and devotion along with his teams which will assure the good name of the brand he is heading with due regard to all competitive concerns in marketing his brand to make the company be a profitable one.

Brand equity and market strategy

in the marketing strategy brand equity plays a decisive role. It is this equity which ultimately plays a definitive role in deciding the brand value of any product or service. Brand equity helps promote its branded product as against the fact that despite a product being comparable in quality and service but not having a brand, then the products success in the market would be questionable, or suspect. The CEO has to and must evolve a market strategy that makes the user aware of the overall importance and effectiveness of his brand vis- a -Vis other brands which may have emerged as a consequence of competition only. A CEO must have an outline clearly defined plan to ensure that his brand prevails over other similar products in order to be able to sustain the name of his specific and good brand.

Brand spreading, essential quality and future expansion

Accompany must coin new-worded sentences, which integrate the essence of its brand. How it serves persons needs and also promotes future use. This means a CEO has to make a visionary statement which impacts the customers mind highlighting his brand over any other product in a very positive manner. This articulation will also speak high of the organization its abilities and capabilities of delivering a branded product along with guaranteed quality service which generic is overlooked by most business men. The after sales service is more important thaw simply selling a product as it sis the service rendered in need, which will sustain a brand. To larger extent short sighted entrepreneurs overlook this aspect to be able to just sell their wares but in the long run the rend name suffers beyond repair.

A brand should simply speak for itself and its service if a business has to sustain itself in todays extremely competitive market. Brand delivery excellence min after sales needed if it does then quick provision of after sales service will help promote ones brand and render the business as most lucrative and profitable. It will not also speak volumes about the brand alone but also promote the whole organization in the eyes of the users. A CEO must also promote his target to a wider area of marketing in order to be able to capture the wider cross section o fully satisfied and reliable customers.

Thus the CEO must ensure a wider distribution and product exhibition channel to include roads haws at remote places with a view to spreading his brand. Once a brand is established to a large extent then the company can also undertake more additional products for which the labour to promote its sales would be minimal, as the organization has already established its rapport with its past present and future customers.

What is the contribution of a CEO in promoting brand culture?

Good and strong managements and organization s in any business must have a dedicated CEO The task of the CEO is an important one in formulating the image of his brand in the minds of its employees saw ell as its trusted customers. The internal management and attitude of all the staff officers and workers is very essential to enforce a good brand culture within the organization the CEO has to lead his team through a tough market and its his dedication and devotion along with his teams which will assure the good name of the brand he is heading with due regard to all competitive concerns in marketing his brand to make the company be a profitable one.

Brand equity and market strategy

Marketing strategy plays a major and important role in establishing a brand culture. Brand equity plays a decisive role. It is this equity, which ultimately plays a definitive role in deciding the brand value of any product or service. Brand equity helps promote its branded product as against the fact that despite a product being comparable in quality and service but not having a brand, then the products success in the market would be questionable, or suspect. The CEO has to and must evolve a market strategy that makes the user aware of the overall importance and effectiveness of his brand Vis a Vis other brands, which may have emerged an s a consequence of competition only. A CEO must have an outline clearly defined plan to ensure theta his brand prevails over other similar products in order to be able to sustain the name of his specific and good brand.

Brand spreading, essential quality and future expansion

A company must coin anew-worded sentences, which integrate the essence of its brand. How it serves persons needs and also promotes future use. This means a CEO has to make a visionary statement which impacts the customers mind highlighting his brand over any other product in a very positive manner. This articulation will also speak high of the organization its abilities and capabilities of delivering a branded product along with guaranteed quality service which generic is overlooked by most business men. The after sales service is more important thaw simply selling a product as it sis the service rendered in need, which will sustain a brand. To larger extent short-sighted entrepreneurs overlook this aspect to be able to just sell their wares but in the long run the rend name suffers beyond repair. A brand should simply speak for itself and its service if a business has to sustain itself in today%u2019s extremely competitive market. Brand delivery excellence min after sales needed if it does then quick provision of after sales service, will help promote ones brand and render the business as most lucrative and profitable. It will not also speak volumes about the brand alone but also promote the whole organization in the eyes of the users. A CEO must also promote his target to a wider area of marketing in order to be able to capture the wider cross section of satisfied and reliable customers. Thus he must ensure a wider distribution and product exhibition channel to include roads shows at remote places with a view to spreading his brand. Once a brand is established to a large extent then the company can also undertake more additional products, for which the labour to promote its sales would be minimal as the organization has already established its rapport with its past present and future customers.

Management’s perception of managing a brand

The aim of any CEO of an organization is to constantly monitor the functioning of the organization in order to ensure future stability in the minds of customers. Today Parry wares have established a name for it and so any product under its name will naturally carry its brand. Likewise once the mind of all customers is oriented towards the brand in mind not withstanding younger and newer competitors springing; our organization would have spread its wings. And all customers would prefer to buy their future products from the established branded company. This amounts a loyalty of its reputed customers which pays dividends to promote future sales and increase the spread of range of products over vast areas of geographical boundaries and thereby promote the profitability of that particular brand. A dedicated team has to be set up in any organization, which ensures stability and future expansion ands swell as promotion of the band products to a vast crosses section of the society in order to be able to capture a wider market. Users should also feel a factor of confidence in the worker’s and employees of any brand organization in order to continue using products of that brand only, not withstanding other companies offering a product even at lower prices. A brand conscious and satisfied customer will always seek the same prov en brand rather than diversify to a relatively unknown brand organization or product. Brand mapping would also need some attention in order to counter smaller interspersing competitors who may have taken roots in order to cut through an established brand. A brand should speak about itself its reliability cost effectiveness usage patterns and survive and maintenance aspects should also be well taken care of. A brand should be so placed and available with such ease that its availability is well taken care of and ensure the four P’s of a brand.

Proposition, positioning, power, personality,

A customer has to make a choice of selecting a brand record and a brand must meet up with the expectations of any customer. The personal attachment emotional involvement and satisfactory functioning of a brand product must be ensured by the very name of a specified brand. The customer and brand association should appear to be an integral part of both the user and seller of the particular brand, so that one does not have to go elsewhere to search for personal satisfaction. This aspect of confidence will ensure the choice of the chosen brand over any other in the market. A brand should appear to have human level of values. It is an exhibition of its brand personality. It must appear as a consistent brand which adds value to its use as far as the customer is concerned. It must afford psychological peace and satisfaction as to the cost and performance of the brand product. Positioning of a brand is obviously the placement within reach of the targeted customer in terms of availability as well as service in future. Brand positioning is a CEO’s prerogative to be able to capture the market effectively. The brand power implies the capability of any brand to play upon the minds of its captive consumers and customers. There has to be quick and effective communication with the brand guard and brand buyer so that the brand does not lose its clientele under any circumstances. It’s a marketing communication task on the square shoulders of its brand CEO. The communication must clearly define the market the quality of brand and the marked differences in a positive manner as compared to nearby intruder’s brand in order to arrest the trusted consumer’s interest. Thus as much as the CEO, the brand must, should and will preside over the existing market.

Brand identification

Recognition, recall relevance and revitalization
a customer should be able to recall the favoured brand from his memory. He should be able to recognize his product visually, and seek a tried product and if it is necessary the relevant product must meet his desired needs and if a brand needs to be revitalized or improved it must be the CEO’s highest priority to do so. A brand should be continuously upgraded to continue to meet the rising aspirations of consumers and it is here that the success story of the brand known as Black Berry commences to enrapture, sustain and if necessary restore, the fading customer owing to newer needs and improved technologies. An intruder competitor and changing environment if these two are not taken note of it can very well erode the marketability of a once leading brand and this should continue to be the main objective and task of the management so that a captive brand markets profitability is not compromised owing to any slip ups on the part of the management of the brand. Brand recall is the customer’s ability, to retrieve a brand from memory when given the product category but not mentioning of the brand (also referred to as spontaneous or unaided awareness).

Brand slogans

It is a must to have a catchy and smart slogan in order to retain a changing customer base as more similar brand products emerge. Airlines, Shoes companies, even Mutual Funds and Banks continue to introduce newer schemes with newer slogans this must never be lost sight of. Brand marketing is a very long-term programming needs the management’s constant attention. It goes with out saying that Black Berry is no exception to such branding strategies which it is keeping a track of, while it keeps its rival companies and leaders of other cells and laptops under close scrutiny.

The bigger picture

It is a natural phenomenon that market is consumer oriented. The user plays a very distinct and important role in establishing a brand and in also enabling it to continue as a well-marketed brand. The fancy of a consumer particularly in the field of electronics itself is of great importance and it is very essential that brand makers involve their users in fulfilling their aspirations. As a matter of fact it is the consumer who directs and shapes the market and being very choosy also dictates the way a brand should function and sustain itself. In order to enable the brand organization to continue to deliver the goods and services without compromising on quality and its own profitability Black Berry is no exception to this kind of market and consumer strategy.

A consumer or brand tribal community as you may like to address it calls for a group of consumers who are aware of the ability and capability of brand makers in ensuring that their emotional financial and mental peace is duly ensured by the brand they are so accustomed to or else the consumer may consider switching to another brand to you brands disadvantage. Today’s market is consumer hungry and desire driven ,with all the cash and desire emerging in the minds of a consumer the brand can be driven upward or even driven away. This is another cause of alarm in a consumer-oriented market of today.

The final analysis of a brand

Any brand would like to sustain itself by way of quality and profitability and so the shares holders of a brand must essentially survey the growing needs of consumers as also take considerable care of intruder competitors who may drive away their trusted clients and long term brand user knowing the product and the brand owner may even pay a bit extra as long as he is satisfied in terms of quality, ability and continuous service of his beloved brand. Fancier’s buyers brand displayers all have to evaluate the market before they dislodge or buy out a particular brand. Even financiers have to take due precautions when advancing loans. Black Berry is no exception as it too has to target, a world wide audience in order to compete and profitably sustain itself with a view to expanding its presence in the international market sales and be able to upgrade its Black Berry and allied products to enable the customer to be able to reach any portion of the world in the thickest of forest jams be it in the air, on roads or land. This can be ensured by making it possible to afford a greater expertise in its product and which the brand Black Berry is on its way to finally achieve and become the worlds’ leading brand.