Case Study Of Lenovo

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Situation: Lenovo is trying to smoothly enter the global market by leveraging the IBM acquisition.
Problem: To create a brand image and brand recognition before the IBM logo disappears from the products and not to be perceived as a Chinese inexpensive computer brand.
Analysis: Legend focused on designing desktops for the average Chinese people while the competitors were focusing on providing new technologies for the market. Legend always aimed to became a global fortune 500 company. Overtime, Pc became the important aspect of the daily life. Competitors like Apple and Sony focused on the innovation, to differentiate Lenovo from the competitors’ efficiency was the best option. Since we have a very efficient base in China, unlike the competitors
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Lenovo used the IBM logo to ensure customers that ThinkPad would be in good care and provide good service even with the changing ownership. Moreover, Lenovo moved away from IBM with the objective of launching its own master brand with the help from ThinkPad sub-brand. One example, Tablet launched at the Raleigh conference that was viewed as by IBM and credited IBM for the innovation not Lenovo in April 2005. Lenovo needed to develop itself as an innovative company. Acquisition with the IBM helped Lenovo to move quickly in the international market. We would use the IBM logo not only to go global but for the loyal customer base and flagship. Once the consumers are convinced about Lenovo’s capability as a brand and the reputation that will help to build the loyal customer base for the new brand Lenovo. Slowly, Lenovo designed new products showing the combination of innovation and efficiency ‘The 3000 family’. A ‘3000’ number was chosen instead of a name, so as to not divert the potential consumers from the Lenovo name. People will always associate the 3000 series with Lenovo for example like the IPod. By using the number, Lenovo brand is used to

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