Building Brand Equity

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends

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

It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

However, two questions often arise; What makes a brand strong and how do you build a strong brand. Keller developed the Customer-Based Brand Equity (CBBE) model on how to build a strong brand by following four steps (2001). It provides a unique perspective on what brand equity is and how a brand should be built, measured and managed. The four dimensions represent fundamental questions that customers invariably ask about brands and relate to brand identity, brand meaning, brand responses and brand

Many of the competitiors of the company gave very strong competition to them. The Lenovo companys product are very lessly used.

Strong position as a technology leader – Even if Lenovo is ranked as the world’s No. 1 PC maker it would not be able to achieve success without being a mobile tech leader. The smart-phone business will prove to be a key for success for Lenovo

Ownership of action and commitment to promises form the essence of Lenovo’s culture. Open communication, engagement and empowerment of employees, teamwork, innovation, and customer-orientation are the vital components of the culture. The Lenovo’s Code of Conduct accords prominence to integrity and ethical behaviour. Employees can The code is available in various languages and employees are trained in various aspects of Lenovo’s organisational culture. Lenovo serves customers in 160 countries (Lenovo 2014) with its 60,000 employees. Revenues come from China (32%), Americas (26%), Asia Pacific (14%), and Europe-Middle East-Africa (28%) regions. Lenovo has pursued both organic and inorganic growth strategies over the years. All these factors have

The final trademark is the main slogan that Lenovo use. The slogan is “For Those Who DoTM”. This firmly tries to target creators and professionals to engage with Lenovo’s products. The slogan is quite inclusive too, as it describes a quality which others will aspire to be. For those people, the slogan represents a call to them that if they buy Lenovo products, they could be “someone

Product Offering: Over the years, the features that are demanded by consumers has drastically changed and assuming that change would be constant, Lenovo can invest heavily in research and development of new products and technology offering features such as mobile form factor and high-speed internet access. Lenovo also needs to form strong partnerships with other manufacturers and retailers so that it can bundle products together to increase the total value for the user in a single

He used his knowledge to form an outstanding sales record when Lenovo was having difficulty in operating nationwide. Lenovo provided a wide range of products, offered the reasonable prices, and was closely supervised how its products marketed to look for the interests of distributors to get confidence among the

The criticism of this strategy is that the company which is Lenovo will be too dependent on their distributors as the distributors is the sole importer of the manufacturer’s product. However, since Lenovo is already a well establish brand in the world, the dependence on distributors will not be a problem for Lenovo and they can eventually overcome it.

In recent years, the personal computer (PC) industry has been developing by leaps and bounds. Global sales of PCs totaled 230 million units in 2006, representing a 9 percent increase over the previous year. Lenovo has a product line that includes everything from servers and storage devices to printers, printer supplies, projectors, digital products, computing accessories, computing services and mobile handsets, all in addition to its primary PC business, which made up 96 percent of the company’s turnover as of the second quarter of 2007.

In recent years, market competition in the market economy is fierce, the different economic performances and behaviours based on the enterprises’ own interests, to enhance their own economic strength and to achieve the exclusion of similar economic agents. Competition in the IT market is to drive their own material interests, because of the inherent dynamic of all economic actors, as well as the loss of their material interests are similar in the market by crowding out of economic actors. But How a newly established global brand build its brand awareness and be a successful global brand become a critical issue. 2005, Lenovo PC merge IBM computer and become the No.3 computer company in the world. As for Lenovo Group, in order to achieve success in the fierce competition of the products market it needs effective marketing strategy to attain profit and improve its development in Chinese IT market.

The current Lenovo brands will work with the new tablet product by giving the same brand messaging. Current products will also be advertised to enrich the lives of the consumer by using Message Engineering. Lenovo will be presented to the consumer as a lifestyle brand. The genius of Apple as a brand is that it has come to embody a lifestyle that resonates with their customers, (Cuneo, 2003.) In order to compete with brands like Apple, Lenovo will need to incorporate previous products to work with the new tablet. The idea is not about technology, but how that technology can enrich the everyday life of the consumer.