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Lenovo: Building A Global Brand

explanatory Essay
748 words
748 words
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In 1984, the same year that Compaq introduced a PC that included Intel’s new and more powerful 80386 class of microprocessors, beating IBM to market and Michael Dell began building IBM compatible computers in his college dormitory, Lenovo was form as a shop in a small concrete bungalow in Beijing with a mandate to commercialize the Academy’s research and use the proceeds to further computer science research.

Lenovo first original product was the Legend Chinese-character card in 1987, which translated English-language operating systems into Chinese. This also included a popular “association” feature that allowed users to form common Chinese phrases by typing in just a few Chinese characters. The Legend card was a piece of hardware that attached to PC motherboards, thereby saving valuable hard drive space.

By that time Lenovo was run by the name “New Technology Developer” (NTD).

By the time legend card popularity gave a boost to the PC distribution business and the firm won several new contracts, including one to distribute HP PCs in China in 1989, NTD was renamed Legend Computer Company. Legend Computer Company keep up their reputation by came up with their own brand PC and become pioneered the home computer in China, then turn into the world’s fifth-largest manufacturer of motherboards in 1995.

The company was focus more on different aspect from their competitors. In 1996, the company introduces its own laptop model and while competitors focused on providing new technologies for the business market, Legend designed desktops that the average Chinese consumer could use. The company soon became China’s PC market leader (21.5% share) and well known throughout the Asia-Pacific region in 1999.

However the intense in economic growth also increased domestic competitions which lead Legend to consider more on growing global opportunity. In 2004, the company found that the Legend name was already a registered trademark in several Western countries and searched for a new name to use outside China. The firm prepared for international expansion with the announcement of the new Lenovo name and logo. The name was easy to pronounce in many languages and available for brand registration in major markets while retaining the original Chinese name for use in the home market.

Lenovo in March 2004 joined the Olympic Partner Program, the International Olympic Committee’s (IOC) highest level worldwide marketing program. “Engaging the world” was the slogan Lenovo used at its IOC signing ceremony. Under the partnership agreement, Lenovo became the exclusive provider of computing equipment and services for the Turin Olympic Winter Games in 2006 and the Beijing Summer Olympic Games in 2008.

In this essay, the author

  • Explains that in 1984, compaq introduced a pc that included intel’s new and more powerful 80386 class of microprocessors, beating ibm to market, and michael dell began building ibm compatible computers in his college dormitory.
  • Explains that lenovo's first original product was the legend chinese-character card in 1987, which translated english-language operating systems into chinese. the legend card was a piece of hardware that attached to pc motherboards, thereby saving valuable hard drive space.
  • Explains that lenovo was run by the name "new technology developer" (ntd). legend computer company became the world's fifth-largest motherboard manufacturer in 1995.
  • Explains that legend introduced its own laptop model in 1996, while competitors focused on providing new technologies for the business market. legend quickly became china’s pc market leader (21.5% share) and well known throughout the asia-pacific region in 1999.
  • Explains that the intense economic growth also increased domestic competitions which led legend to consider more on growing global opportunity.
  • Explains that lenovo joined the olympic partner program, the ioc's highest level worldwide marketing program, in march 2004. lenovo became the exclusive provider of computing equipment and services for the turin olympic winter games in 2006 and the beijing summer olympics in 2008.
  • Explains that lenovo acquired ibm's personal systems division in 2004, a good opportunity for imb to remove and unprofitable operation. lenovo gained the right to use ibm on its products for up to five years.
  • Explains that ibm business allowed lenovo to move quickly into the international maket. since the brand was little known outside asia, the company faced the challenge to build it from zero.
  • Describes the company's strategy of building up lenovo as a strong master brand and strengthening the thinkpad product brand.
  • Explains that lenovo planned to launch its lenovo-branded pc series 3000 worldwide. the challenge would be to persuade buyers to choose lenovo over rival products.
  • Explains that the 3000 family had to have a unique, distinctive and attractive design.
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