Lenovo Building a Global Brand 2006
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I was hired to write a case study by Lenovo, a Taiwanese tech giant known for making computers, laptops and tablets. Lenovo’s strategy was to transform itself into a “world-class” brand, which means creating a reputation and brand value for all products that Lenovo offers. The aim was to build a global brand, where customers perceive Lenovo as a trustworthy brand that delivers value in a competitive marketplace. As a writer, I approached the task as a journalist, with a detailed research, understanding of the
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– A 3-part report published on November 2006 – Including an appendix with my personal observations of 2005 and 2006 – Written in first-person tense, with conversational writing style and natural rhythm Body: – Part 1: In 2005, my company started Lenovo as a subsidiary of Huawei, a small Chinese electronics firm. My role was to lead the marketing strategy. In my first six months, we had two key
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Title: Lenovo Building a Global Brand 2006 In 2006, Lenovo started building a global brand with the aim of establishing a strong presence globally in the computer industry. The global branding strategy was aimed at creating a unique identity among the market segments and promoting the brand to achieve its growth target in the year 2009. We worked with Lenovo to establish the global brand image that was consistent with their brand strategy and goals. In the first quarter of 2006, Lenovo launched its
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Lenovo Building a Global Brand 2006 In 2006, Lenovo, an IT company that was founded in 1984, was planning to expand globally. find more The company had recognized that its future success depended on a global brand image that could compete on par with established brands such as Apple, Dell and HP. Their ambition was clear. It was evident from the start, when the company’s global branding campaign was initiated. The campaign, which was later renamed as “Beautiful
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Lenovo Building a Global Brand 2006 is a comprehensive case study for global branding initiatives. Lenovo is a world-class leader in the market for notebook computers. This report presents the history, strategy, marketing, branding, competitive strategy and financial information of Lenovo. This case study aims to provide practical strategies that businesses can use to improve their competitive advantage in global markets. History Lenovo was founded in 1984. The first line of notebook computers was launched in
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Lenovo (2010) On March 26, 2010, Lenovo (11.617 billion dollars) became the world’s second-largest PC maker. In the three-year period from 2006 to 2009, Lenovo grew at an average annual rate of 53%. It was a period in which PC makers like Hewlett Packard (HP, 20.608 billion dollars) and Acer (32.18 billion dollars)