During the last 15 years Lenovo Group Plc. has developed rapidly in the world of PC manufacturing. Through the innovation and the high quality of its products Lenovo tries to obtain an important market share in hi- tech products not only in China where its headquarters are but also in the EU and USA. To achieve this it is essential to develop the brand equity of its products and services which is an intangible asset which helps every company to obtain and retain its customers with the positive awareness, thoughts, feelings and loyalty on behalf of the customer.
In order to evaluate Lenovo’s brand equity we used the Keller Customer Based Brand Equity (CBBE) model. This model is unique in the analysis of brand building as it contains the meanings of brand identity, meaning, responses and relationships respectively. We have designed a questionnaire which contains these elements of brand building and we have obtained a sample of 51 people. In this report, firstly we give a brief description of the Lenovo and the method we have used for assessing Lenovo’s brand equity. Moreover, we give a brief explanation for using the Keller’s method and after analyzing the people’ s responses to the questionnaire we provide some recommendations for improving Lenovo’s brand equity. Finally, we indicate a reference list and bibliography and an appendix which have been proved to be useful for the completion of the analysis.
Background and Situation Analysis
Lenovo is a computer manufacturer which originally started its PC business from China. Now it is the world’s fourth largest personal computer manufacturer, listed in the ‘Fortune’Global 500, the top five fastest growing computer manufacturers in the w...
... middle of paper ...
...-based brand equity The Journal of Consumer Marketing Vol. 12 No. 4 , pp. 11-19.
Netemeyera R., Krishnanb B., Pulliga C., Wangc G., Yagcid M., Deane D., Ricksf J., Wirth F. (2004) Developing and validating measures of facets of customer-based brand equity Journal of Business Research 54 pp. 209- 224.
Kapferer, J. N. (2008) The new strategic brand management : creating and sustaining brand equity long term. 4TH edition, London Kogan Page.
Keller, K. L. (2008) Strategic brand management : building, measuring, and managing brand equity. 3RD edition. Upper Saddle River, NJ Pearson/Prentice Hall.
Wood L. (2000) Brands and brand equity: definition and management. Management Decision, Vol. 38 Iss: 9, pp.662 – 669.
Aaker, D. (1996) Measuring brand equity across products and markets. California Management Review. Vol. 38 Iss: 3, pp. 102-120.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- ... 2.3 Addresses Similar Consumer Needs Worldwide For a brand to be a success in the global market, Quelch suggests that the brand should address similar consumer needs in the global market (Quelch, 1999. 6). By this, he meant that the products under the same brand name should bear the same physical characteristics worldwide and should meet the same widely held human needs. This means that the quality of the brand is standardized globally, and there is no place the quality is better than others.... [tags: marketing, consumers, growth]
3052 words (8.7 pages)
- ... There are following representative types: ①OEM strategy, which companies use their own equipment, resources, on behalf of the other manufacturers of its branded products; ②Brand strategy, this strategy is to sell products manufactured abroad, using the company's own brand, allowing customers to choose the product under the brand; ③Joint strategy that mainly refers to domestic joint ventures and foreign companies, through the introduction of foreign capital and management experience to grow the enterprise strength; ④Investment strategy, this strategy use origin-developed capital markets, through the capital, on mergers and acquisitions of foreign companies to expand business control in fo... [tags: Strategy, Marketing, International]
1313 words (3.8 pages)
- Business Environments of Lenovo A firm’s business environments include both internal environment defined as a set of conditions such as strengths, resources, capabilities, etc., within the firm that affect the choices and use of strategies, and external environment that is defined as conditions outside the firm that affect the firm’s performance. Porter’s Five Forces spouses that the five forces jointly determine the strength of the firm’s competition and profitability. This is based on the idea that the attractiveness of a firm is determined by the intensity of the rivalry in the industry, the threat of potential new entrants, the threat of substitute products, the bargaining power of the... [tags: Marketing, Strategic management]
1440 words (4.1 pages)
- 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.... [tags: Business Analysis Strategy]
748 words (2.1 pages)
- The Role of Situation Analysis in Marketing Plan Facing to more complex business environment, systematically marketing plans are important to organizations in terms of maintaining a high level of operating efficiency and achieving goals fully. According to Sally and John (1996:3), marketing plans are “the written document or blueprint for implementing and controlling an organization’s marketing activities related to a particular marketing strategy” (Sally, D., Lyndon S., & John, B., 1996: 3). A successful marketing plan is able to improve organizations’ profits and growth, uses in objective setting and monitors results (Subash Jain, Michael D.... [tags: Business Marketin Analysis]
1566 words (4.5 pages)
- Swot analysis of Tesco plc We all know Tesco as a food retailer, and we know that they are in constant competition with other retailers such as Sainsburys and Asda, yet we do not know much about what goes on beyond the shelves and the tills, the marketing plans and the day to day tactics that have to be devised to stay the number one food retailer in the United kingdom today. I am going to analyse Broughton Parks Tesco and their possible competitors Swot Analysis Firstly, four main goals, under which these particular four are Strengths: 1.... [tags: essays research papers]
2293 words (6.6 pages)
- Generally marketing is defined by ‘Marketing is a business term referring to the promotion of products, advertising, pricing, distribution channels, and branding. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.’ This is a definition everyone can easily found on Wikipedia, but is it sufficient. According to Kotler ‘Marketing is more than any other business function, deals with customers. Creating customer value and satisfaction are at the very heart of modern marketing thinking and practice.’ This essay will provide an analysis of the marketing news story which appeared in 2008, about Che... [tags: Article Analysis Business Marketing]
1137 words (3.2 pages)
- The four P’s, product, price, place, and promotion, are important to the success of any organization because they are the variables that marketing representatives of the organization can control in order to best satisfy customers in the target market. The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response. The Product is the physical product or service offered to the consumer. Products and services vary greatly in the hospital environment.... [tags: Marketing]
1253 words (3.6 pages)
- Kudler Foods Marketing Analysis Kudler Foods is a small independent grocer with three stores in northern San Diego County. Kudler Foods specializes in providing unique and high quality ingredients for the gourmet chef. In an effort to increase profits, the company is interested in adding catering to its service offerings. The success of the catering service offering is dependent on the creation of an appropriate and effective marketing campaign. The marketing campaign must be carefully designed and implemented to provide the expected increase in profits.... [tags: Business Analysis Marketing Management]
1824 words (5.2 pages)
- Markering Introduction Steve Case founded America Online (AOL) in pre-Internet days when the networking of various computer systems was rather informal and difficult for all but the highly computer-literate to accomplish. His goal was to make accessing these networks easy enough for anyone to manage. Though AOL has changed dramatically since those days, ease of use has remained a primary consideration in all changes visible to the user. Much maligned by the more "serious" services (and their subscribers) in the past, AOL has risen to be the industry leader despite challenges and the image of being the J.R.... [tags: GCSE Business Marketing BTEC Coursework]
576 words (1.6 pages)