It's an identity. What does Apple mean? An identity.

The problem here is all the accrued Brand Equity was for the BlackBerry brand/identity, not RIM's

It was intended to mean that they had cutting-edge technology, and rather than keeping it stultified in a lab they were brining it to everyone, pushing it out to the world and making it a part of the busy lives of their customers.

That sounds like the perfect market to be in. Blackberry is no longer an established player in the mobile space. The brand brings up connotations of dinosaurs. The name switch would be better in reverse. But what they're doing today is doubling down on a lost cause.

Still sounds better than the buzzwordesque Integrated Electronics and Microcomputer Software.