It provides platforms and solutions for the consumer’s accessibility to time-sensitive information through telephone, email, text messaging, Internet, and all intranet-based applications (Frenzel 2004).
Marketing is the practice of management that effectively and beneficially recognizes, foresees and satisfies customer requirements (Chartered Institute of Marketing, n.d.) Marketing concept, according to Kotler and associates (2008), is a customer-centered philosophy that productive sales and adequate investment returns are achievable when customer needs are met. It is focused on customer orientation, business-and-customer relationship and customer satisfaction (Kotler, 5)
Marketing is an essential element of every commercial business, apart from the product type, environs, target market, or the service provided. With the arrival of modern technology, particularly the internet, innovative business forms have surfaced necessitating an array of marketing techniques to magnetize and maintain customers.
Before 2002, BlackBerry was principally a wireless electronic mail solution, mainly targeted on the upper corporate sector. Partly based and highlighted from the old logo of BlackBerry phones, its original brand positioning was to be "the best wireless email solution for business." (‘Our Work: BlackBerry: Connecting a Breakaway Brand with its Users’ 2010).
The increase in technology shifts and the impact of BlackBerry branding on the development of the general mobile communication market and its effect on consumer requirements and behaviours, prompted RIM marketing group to implement a repositioning of the BlackBerry brand: A repositioning that is beyond short-lived fashionable technology and email usefulness (‘Our Work: BlackBerry: Connecting a Breakaway Brand with its Users’ 2010).
In 2002, the Research in Motion, together with Landor, a top branding expert, redesigned BlackBerry’s