Millward Brown Comments on the Potential Brand Impact RIM’s Playbook Will Have on the BlackBerry Brand
Millward Brown Found Rise in the Momentum of the Amazon Brand Following the Launch of Kindle
NEW YORK--(BUSINESS WIRE)-- Following the unveiling of RIM’s new PlayBook, Millward Brown offers the following commentary on the impact this new device could have on the BlackBerry brand and compares it to the effect Kindle had on the Amazon brand:
The top technology brands according to the latest BrandZ Top 100 Most Valuable Global Brands ranking. (Photo: Business Wire)
"Kindle seemed to have a marked impact on the Amazon brand, as the company shot to the top of our BrandZ Brand Momentum rankings in 2009 following Kindle’s launch in late 2007. RIM's PlayBook, which seems to be so intrinsically linked technologically to the BlackBerry, could feasibly help improve BlackBerry's ranking within the BrandZ Top 100 in future years," said Eileen Campbell, Global CEO of Millward Brown. “Currently ranking #6 behind Google, IBM, Apple, Microsoft and HP in the technology category (see chart below), the introduction could prove to be a coup from a branding perspective.”
Download the complete BrandZ ranking, including regional and category breakdowns. The rankings are also available as a free application for the iPhone, Nokia and BlackBerry from www.brandz.com/mobile.
About the BrandZ Most Valuable Brands Ranking
Developed for WPP’s operating companies by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking is now in its fifth year. It is the only study to combine measures of brand equity based on interviews with over a million consumers globally about thousands of global “consumer facing” and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Datamonitor). Taking into account consumer perception of a brand and regional variations, the BrandZ Top 100 ranking separates the value that brand plays in driving business revenue and market capitalization.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly (the global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
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CONTACT:
For Millward Brown:
Michelle Robertson, 646-279-5775
michelle@kerlancomm.com
KEYWORDS: United States North America New York
INDUSTRY KEYWORDS: Technology Consumer Electronics Telecommunications Mobile/Wireless Professional Services Consulting Other Professional Services Communications Advertising Marketing
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| The top 20 most valuable global brands according to the latest BrandZ Top 100 ranking. BlackBerry is currently listed #14 overall. (Photo: Business Wire) |
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| The top technology brands according to the latest BrandZ Top 100 Most Valuable Global Brands ranking. (Photo: Business Wire) |
