Lenovo Building a Global Brand John A Quelch 2006
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In the world of business, branding is a critical marketing activity. It involves developing a memorable and unique image and association with a company. Many companies around the world invest significant resources into developing such an image, often with great success. But, as I am a product developer, the first that applies in my field of work is to never forget the customer. As a product developer, my first responsibility is to the customer. Branding Lenovo Lenovo is a multinational computer company, founded in 1984. It was
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In January 2006 I received an interesting e-mail from Lenovo, a global PC and tablet computer manufacturer based in Guiling, China. Lenovo’s mission is to “help more people get connected” by offering an array of products and services that enhance their computing experience. The email was from the PR department at Lenovo to ask me to join an exciting new project aimed at helping Lenovo grow its presence globally. I was initially hesitant to engage with them as I had not seen Lenovo’s global expansion strategy.
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“In recent years, the Chinese consumer electronics market has exploded, and I’ve seen many exciting new companies enter and expand rapidly. One of the top-rated players, Lenovo, has gained an enviable market position in a crowded market. The key is their “Think” campaign, which emphasizes technology as a tool for personal growth and development, rather than a commodity. In addition, their brand has grown beyond its early beginnings in Taiwan, and now is the largest PC company in the world. Their success is due
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Lenovo Building a Global Brand In my capacity as Senior Advisor to Lenovo Inc., I was in charge of global public relations. During the past three years, my task has been to help Lenovo expand and grow into a leading player in the global technology industry. The following are my personal views and conclusions. see this site I am the world’s top expert case study writer, Firstly, I was a little surprised to see that Lenovo was the leading player in the global technology industry. I am a frequent traveler, and one of the first things I always do
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In the beginning, Lenovo Corporation was a small firm from China. It started with a goal to promote a market in Asia and the Far East. But Lenovo’s founder, Mr. Jiang Yinglin, had a dream, he had the courage to go against the trend and try to build an enterprise worldwide. The name Lenovo was derived from the Chinese word “小视频” (shì xiān yītóng) which means “little video”. At that time, video games and computer was just a lux
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Brand Building: A Global Phenomenon It’s 2015. We have entered the era of global branding. People, companies, and organizations all around the world are starting to “own” the term “global brand”. This is the result of the explosion of social media, which has changed how people communicate, interact and consume information. For many years, global brands existed primarily through mass media, television, radio, and print advertising. This was a way for big brands to establish brand awareness and reach a wide
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Lenovo Building a Global Brand John A Quelch 2006 Lenovo, the Chinese IT giant with $22.3 billion in 2005 revenues, has made tremendous progress over the past five years, and is now one of the fastest growing IT companies in the world. With the passage of time, the company has started experiencing some weaknesses in some areas. Recently, the chairman Liu Chuanzhi, reported some weak performance figures for the fourth quarter. Although, in a market condition where the sales were
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At the end of 2004, Lenovo had a good reputation as the Chinese Computer Manufacturer. That was before the global economic crisis and before China’s entry into the World Trade Organization in 2001. But there was nothing to suggest the world’s largest PC OEM could be as resilient as it turned out to be. Chapter 1 Lenovo: The Bubble Bursts In early 2005, the company made a major announcement that would change the world’s view of the navigate to this site