Blackberry 7105T - GETTING STARTED GUIDE FROM T-MOBILE US Manual de usuario descargar pdf (Pagina 9)

BlackBerry Branding Guidelines Version 4.0

What’s a brand?

More than a name or a logo.

More than a name or a logo on a box.

And more, ultimately, than what the box contains.

What’s inside the box may change, after all –or be

succeeded by some other product that’s better, faster

and less expensive. Son

y, f

or example, has launched

new lines of television sets to keep pace with

advancing display technologies. Though their

venerable Trinition®televisions have been retired,

the power of the Sony

®brand endures and draws

customers to their new Grand WEGA, BRAVIA and

SXRD products.

The guidelines that govern communications for

BlackBerry products and services are part of a much

larger effort — to build awareness, understanding

and preference for the BlackBerry brand and

BlackBerry products and services in the markets in

which we compete. To build a brand that endures.

Building an enduring brand

A brand is a shorthand representation—often

communicated in a single word or symbol—of

everything a company is, does and stands for.

That representation can be seen most clearly

in promotional messages and in the quality of

the cus

tomer’s experience in buying, using and

servicing a branded product.

But the brand’s representation communicates other,

less obvious aspects of the brand that are just as

important. A clear promise, for example, that is

important and memorable to customers. A distinc-

tive, recognizable personality that is inseparable

from the brand itself, informing not only advertising

and communications but behavior as well.

Consistency is everything

Achieving the goal of an enduring brand requires

a conscious, coordinated, consistent approach to

communications and behavior. That approach is

based on the understanding that every choice and

every decision —not advertising or collateral alone

—communicat

es something to someone about the

BlackBerry brand.

When the brand’s messages are developed ad hoc,

focused solely on the needs of the moment, they

have no lasting impact and represent a short-

sighted use of scarce marketing dollars.

But when messages are delivered within a consis-

tent framework and reinforce the brand’s promise

and personality, their impact can be leveraged to

boost awareness and heighten brand recognition

and preference. Promotional dollars work twice as

hard, serving short-term sales goals as well as

longer-term objectives for the brand.

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