| Have you ever noticed how people refer to their | | | | globally market its BlackBerry brand name so well, |
| phones? Some will refer to it as my phone, | | | | that people refer to their handsets as a |
| others will refer to it as a cell or cellular phone and | | | | BlackBerry, rather than a cellular or mobile phone. |
| yet others will call it a mobile phone. The | | | | Apple managed to do the same for the iPhone |
| difference between cellular and mobile phone | | | | overnight and look like being on target to do the |
| seems to be largely geographic, with cellular or cell | | | | same with the new iPad, with people referring to |
| phone being the preferred name for the cell | | | | it as an iPad, rather than a notepad computer. |
| phone in the states, whilst in Great Britain, you will | | | | The effect of this clever branding has wide |
| only really hear them called mobile phones or just | | | | reaching effects on the way people source their |
| a straight phone. | | | | products or extension of the products on the |
| Now there are a couple of exceptions to this | | | | internet. New iPhone owners, looking to protect |
| very broad rule of thumb, the first being the | | | | their purchase might keyword search for iPhone |
| Apple iPhone and the second being the BlackBerry. | | | | insurance rather than mobile phone insurance |
| Almost every iPhone owner will refer to it as the | | | | whilst the BlackBerry owner tends to search for |
| iPhone, with nothing before it or after it, whilst the | | | | BlackBerry phone insurance. Statistics are slowly |
| second device is the famous BlackBerry, which I | | | | showing a similar trend for iPad owners, who |
| might add, was around a long time before the | | | | rather than search for laptop insurance, are |
| launch of the iPhone. | | | | searching for iPad insurance to protect their latest |
| So why is it with all the different manufacturers | | | | device from the American giant, Apple. |
| of handsets, with all their different models and | | | | This clever brand name marketing works |
| variations around the world, that only two of | | | | fantastically well for the corporations of the |
| them seem to be referred as by there | | | | products mentioned above and many companies |
| trademark name? Well a good place to start | | | | have spent millions on global marketing trying to |
| would be with white rum, now what in the world | | | | clone success for one or more of their own |
| has white rum got to do with phone handsets? | | | | products, as the financial reward to have a global |
| Quite simply branding by the marketing machine! | | | | population request a product by brand name is |
| Globally, when someone requests white rum in a | | | | massive. |
| café bar or restaurant, 9 times out of 10 they | | | | Unfortunately for many of these companies their |
| will ask for Bacardi rather than white rum, even | | | | efforts were in vain, costing them millions in failed |
| though Bacardi is just a brand trademark rather | | | | advertising campaigns. But luckily for the general |
| than the actual drink itself. | | | | population, this global product name branding does |
| Now this is where RIM (the owner of the | | | | not happen too often, as otherwise it would be a |
| BlackBerry family of trademarks) has managed to | | | | very strange world we live in today. |