1. RubberChicken76's Avatar
    Consumers are hearing positive things about BlackBerry. Its "Buzz" score has been rising, says BrandIndex, as the iPhone's is on the decline.
    BlackBerry, with its Jan. 30 introduction of the BlackBerry Z10 smartphone and BlackBerry 10 mobile platform, has been looking to make a new name for itself—aside from its official name change from Research In Motion to BlackBerry. According to new data from BrandIndex, the Canadian phone maker's efforts are working.

    BlackBerry is currently enjoying its best U.S. consumer perception score since September 2011, BrandIndex reported Feb. 13. The research company interviews 5,000 people each weekday, and most recently asked them whether they'd heard anything about the BlackBerry brand in the last two weeks and whether it was positive or negative. "Buzz" scores then range from -100 to 100, with 0 being a perfectly neutral score.

    After spending most of the last 14 months with a negative score, BlackBerry's Buzz score, from December through mid-January, BrandIndex reported, has been around a 7.

    In addition to its product introduction, BlackBerry may have boosted the brand's appeal with its naming of Grammy-award-winning singer-songwriter Alicia Keys as its new global creative director. BlackBerry also ran a commercial during the Super Bowl that was voted, on the NFL Website, the best commercial of the third quarter.

    "We wanted to let people know that BlackBerry is back, and that BlackBerry 10 is worth checking out," BlackBerry Chief Marketing Officer Frank Boulben said in a Feb. 3 statement about the commercial.

    As the BlackBerry image has been on the rise, perceptions of Apple’s iPhone have been falling.

    The iPhone brand peaked Oct. 1, 2012, with the introduction of the iPhone 5 and a Buzz score of 38. Since then, its score has slid. It fell to 27 in mid-January and 17 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.

    Loyalty rates, said BrandIndex, have been in sync with Buzz scores.

    "When asked what phone they were likely to purchase within the next six months, 18 percent of BlackBerry owners expected to purchase another BlackBerry in the quarter April-June 2012, rising to 43 percent in Jan.-March 2013," the firm reported.

    "Loyalty for iPhone owners dropped from 92 percent to 85 percent over the same period," it added, "while Galaxy's improved from 46 percent to 53 percent."

    BlackBerry's Boulben has told eWEEK that the Super Bowl ad was the second part of a three-part plan to raise awareness of—and affection for—the company's new BlackBerry 10 smartphones. (A second phone, the Q10, will arrive several weeks behind the Z10, which is expected to launch in the United States in mid-March.)

    After a process of showing off the Z10 to public influencers—CIOs, developers, celebrities and musicians—BlackBerry plans to do a version of the same via videos. Consumers will soon be pointed to YouTube videos that show off all that the new phones can do. (That list is so long, BlackBerry suggested in its Super Bowl ad, that it instead showed the few things the phone can't do—like extinguish a fire, should a user burst into flames.)

    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. Keys has said she'll also use the smartphone to film a short video for every city she visits during her "Girl on Fire" tour.

    "I'm very dedicated to [this project]," Keys said Jan. 30. "There's a real synchronicity between me and BlackBerry. It's about how do we function, do we manage as business people [and in our personal lives]. For me, what I will be able to do with BlackBerry is enhance the creative, entertainment and female-driven side of the company."



    BlackBerry Brand Perception on the Rise: BrandIndex
    02-14-13 05:31 PM
  2. Vorkosigan's Avatar
    I took my Z10 to work today and the surprise in some people's voice was hilarious. 'That's a BlackBerry!?!" is what i heard a lot of, usually followed by someone wanting to try it, or commenting on how nice it looked. I think the brand perception of BlackBerry will rise dramatically once the phones are released in the States.
    bluetroll and Bobcat665 like this.
    02-14-13 06:00 PM
  3. RubberChicken76's Avatar
    Yeah - they're really going to need to show people that this is not "BlackBerrys of old". I find a lot of people's perception of BlackBerry is that of an Curve 8300 or original Pearl. They've seen those, and they've seen locked down BlackBerrys and assume that what BlackBerrys are still like.

    Even when I had the 9900, I used to get "That's a BlackBerry??" responses when I'd play OpenGL games on it on the subway.

    I had a guy yesterday in an Apple-only store telling customers that PlayBook couldn't play 3D games and didn't have email. I showed him mine (and Dead Space) and he got quiet quickly.
    02-14-13 06:09 PM
  4. Bbnivende's Avatar
    I had a guy yesterday in an Apple-only store telling customers that PlayBook couldn't play 3D games and didn't have email. I showed him mine (and Dead Space) and he got quiet quickly.[/QUOTE]

    Rubber Chicken:

    1. What are you doing hanging out in the Apple store ?
    2. What are you doing hanging out in the Apple store with your Playbook?
    3. You have not gone rogue on us by trading in your 9900 for a ______?
    02-14-13 06:35 PM
  5. RubberChicken76's Avatar
    I had a guy yesterday in an Apple-only store telling customers that PlayBook couldn't play 3D games and didn't have email. I showed him mine (and Dead Space) and he got quiet quickly.
    1. What are you doing hanging out in the Apple store ?
    I needed a VGA adapter for my MacBook

    2. What are you doing hanging out in the Apple store with your Playbook?
    It was in the same bag as my MacBook Pro and my iPhone 4S

    3. You have not gone rogue on us by trading in your 9900 for a ______?
    My 9900 was traded in last summer ... sorry. I have no BlackBerry phones right now. It's not a 'rogue' thing. I just like playing with gadgets of all kinds
    02-15-13 12:04 PM
  6. Bbnivende's Avatar
    So do you think you might be getting a Z10 ? Have you tried it and if you have, how do you like it ? Thanks
    02-15-13 12:58 PM
  7. RubberChicken76's Avatar
    So do you think you might be getting a Z10 ? Have you tried it and if you have, how do you like it ? Thanks
    No, I don't think so. I tried it out and liked it, but I need a messaging device with a keyboard. I've been on iOS non-stop for 8 months and still hate typing on it. I think I need the tactile feel of the keys personally.
    Bbnivende likes this.
    02-15-13 04:08 PM
  8. jvictor77's Avatar
    So do you think you might be getting a Q10 then?
    02-15-13 04:28 PM
  9. RubberChicken76's Avatar
    So do you think you might be getting a Q10 then?
    Likely. I'd like to try it out though. I'm curious to see what the app scene is like and how devs take to that 720 x 720 screen. Have a feeling many of the apps and games I have on my 1024 x 600 PlayBook may not be reformatted for that screen.
    02-15-13 04:53 PM

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