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24/7 Wall St.: 10 Brands That Lost the Most Value

1. BlackBerry

Pct. brand value decline: 39%

Brand value: $3.9 billion (93rd)

Parent company: Research in Motion Ltd. (NASDAQ: RIMM)

1-yr. change in revenue: -25.2%

Industry: Electronics

The BlackBerry, built by Research In Motion, used to dominate the smartphone market, with loyal users often joking about their addiction to their “crackberry.” Yet blunders such as a BlackBerry outage in late 2011, the failure of its Playbook tablet and the stiff competition from Apple Inc.’s (NASDAQ: AAPL) iPhone and Google’s Android devices have led to a rapid decline of BlackBerry’s brand value. BlackBerry’s share of the smartphone operating platform market dropped from 21.7% in July 2011 to 9.5% just a year later, according to comScore. Meanwhile, Apple’s market share went from 27% to 33.4% in that time, while Google’s share went from 41.8% to 52.2%. The parent company has seen its stock decline nearly 90% in the past three years. RIM announced in June that it would cut approximately 5,000 jobs out of about 16,500 employees, or around 30% of its workforce. RIM is pinning its hopes on the BlackBerry 10, which will likely come out in early 2013.

(AP Photo/Richard Drew)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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