Rebranding Strategy- Current struggling consumer product

Rebranding Strategy- Current struggling consumer product
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Background and a new name
BlackBerry a technology products company that now focuses on enterprise software and the Internet of things. The Canadian company was named RIM and later renamed BlackBerry. The company specialized in creating, designing mobile phone devices and one of the first smartphone companies. Creating a brand name is difficult, but changes are necessary for BlackBerry to focus on branding and communication. Successful rebranding requires adopting changes that provide a new impulse to the phone models and adapting to new insights. The brand and corporate image are closely intertwined.
Packaging
Changes in packaging may be required to get consumers' attention where the packaging and design will represent the company’s new directions, and consumers may relate to the new products. Including information that reflects how the products meet the customers’ needs is necessary. The design creates a brand identity for the consumers when considering technological shifts, consumer trends, packaging, and the brand image. Further market research will help understand the target market and combined with packaging that makes sense to the target audience, and there will likely be higher sales. Considering how the products will look in the stores is beneficial to improve packaging design and product placement. 
Price Point
 Fewer people are willing to pay a premium price for mobile phones for new phone brands when Samsung and Apple are already reputed to create and design phones with innovative features. Consumers are also focused on quality and performance, but there are those who are price-sensitive and would buy cheaper phones with different features. Bigger brands can attach premium prices and people will still buy the gadgets even when there are only minor changes from the previous versions. The challenge for the BlackBerry Company is that the high-end mobile phone market is saturated and it may take time to accommodate a new entrant when Android phones, Apple products, and Chinese brands dominate the mobile phone market. Even as there are opportunities in private labels and low-cost phones, BlackBerry focused on the premium and corporate consumers.
Product position
Among the latest brands in 2018 are BlackBerry phones BlackBerry Evolve X, BlackBerry Evolve, and BlackBerry Key2, but BlackBerry smartphones are selling to only a small prop...