Lenovo : Building His Global Brand

As a global leader in the PC market, Lenovo’s success rests on its ability to deliver consumer centric innovations in products that deliver a blend of mobility, performance and price. Design is an infrastructural element that helps define every aspect of a company, including Web site, stores, customer support, packaging, and messaging as well as its products. Lenovo has a well-earned industry reputation for delivering superior quality products. Quality is a fundamental component and commitment to customer satisfaction by delivering products that are of superior quality to comparable offerings from their competitors is the key to Lenovo’s success. In recent years, Lenovo relies heavily on local manufacturing strategies to shorten

The second quarter we decided to make a second brand, which was the laptop “MTC”. We felt maybe our target wanted something new and stylish. We manufactured the brand including everything the “Workhorse “ wanted on the computer. We installed the computer with a stylish look, ultra speed computing power, and different softwares. We felt this would help our profitability.

A chance of brand image getting damaged is possible by the launch of product not matching to the “Computron” standard. Only through effective market segmentation it is possible to curtail the damage.

This report analysis the strategic branding policies of the online retailer ASOS and comprehends its position in the global market. It evaluates the standardisation and adaptation techniques ASOS employed to become the no.1 online retailer in the world. The company vigilantly practices standardisation and adaptation in its brand architecture and distribution channels. Its branding policies have made way for its accomplishing market dominance. ASOS approaches the market with a faultless differentiation technique through its

Corporate marketing objectives are to build a strong Intel corporate brand that connects with consumers, and have a limited set of product brands for advanced microprocessors and related technologies. Intel promote brand awareness and generate demand

As direct exporting is the new proposed strategy in 3.1.1, Lenovo will be focusing on the pressures for global integration which is to seek cost reduction through economies of scale and arbitrage benefits. As Lenovo wanted to attain competitive advantage through cost leadership strategy, they first have to cut down their cost in order to be able to sell product with lower price. Hence, the pressure of global integration in cost reduction is identified there.

Mr. Eddy Myara (salesman) expressed that the company has a clear brand strategy “Being known today as a reliable “type B” brand and to transform is the future to be a “type A” brand with a large collection of mobile phones”. The respondents at Konrow explained that the fact that they have a brand strategy is helping them to segment their customers and respond easily to customer’s needs. They are working with a new brand and it’s

Lenovo has created its own brand architecture in order to promote these sub-brands. For example, Lenovo’s desktop sub-brand called “Yangtian” is targeted to a small and medium sized enterprises (SMEs) and it is functioned as one touched restoration and flash scans viruses. To promote these technological highlights, Lenovo begin a campaign called “ Lenovo Yangtian Science and Technology Olympics Express” and launched other different campaigns for the game players and family users. By implementing these promotional strategies Lenovo has build a very strong brand image for its company offering the best

Savvy and pragmatic as they are, Chinese consumers understand this quite well—which is the main reason why

After suffering a US$226 million loss in 2008, Lenovo attempted to improve its profitability through innovation and efficiency by initiating the Protect and Attack strategy in 2009, which aimed to guard its core PC business and strived to compete in emerging markets with high levels of growth (Lenovo 2010). In response to the recent decline in PC sales, Lenovo placed emphasis in executing the Protect and Attack strategy by evolving and innovating its product portfolio, conducting strategic acquisitions and implementing novel marketing schemes.

Laptops, also known as notebook computers, are personal computers which are deisnged to be portable, while keeping similar functions as desktops. The first laptop, Osborne 1, was an 11 kg laptop with 5 inch screen, released in 1981 by the Osborne Computer Corporation (History). Since 1981, the laptop industry have experienced a rapid growth, now becoming one of the ‘key industries’ of the modern society (Chen). This paper investigates the current laptop market by analyzing different companies, including Apple, Dell, HP, Lenovo, and Asus, which are the top 5 vendors of the market, along with one extra company, Microsoft, to find out the current status of the laptop industry, and its future. To make the comparing process more simple, this paper will focus on one laptop from each companies, with similar specifications.

Even Chinese brands have made significant progress in increasing market share in the consumer electronics market globally, product differentiation still remains as one of the biggest challenges facing Chinese brands as the market has become fiercely competitive. Take the smartphone sector for instance, most of the “innovative feature” claims

The consumer market, facing the threat of the Hewlett-Packard, Dell is a strong competitor. A large number of new brand computer manufacturers produce cause confusion of market.The financial crisis is still not completely eliminate and global individual market is falling which affect the Lenovo shipments greatly since commercial personal market.

2a. Determine the key approaches that you will use in order to incorporate branding and co-branding opportunities for Lenovo.

Similarly, majority of respondent also have a positive view on the use of Lenovo is cooperative for office work, internet access, file management, student work and entertainment as rest people have neutral opinion. Thus this indicates that Lenovo have a good brand performance and brand imagery which satisfies customers need in the area that is most important to them which implies that Lenovo convey a stronger brand meaning.