At the BlackBerry 10 event, RIM has been re branded as BlackBerry. It is also changing its stock symbols to BBRY in NASDAQ & BB on TSX. With fierce competition in the smart phone market from Apple, Samsung & others, the going had been a rough ride for RIM. The event also saw the launch of long awaited BlackBerry 10 launch & Z10 & Q10 handsets. Re branding would help Blackberry reinvent its brand image & presents a single image to the market. RIM had a great market share before Apple, Android & others came on stage & resulted in the fall of market share.