Lenovo Group Multi-brand Strategy Research

Lenovo Group became the No. 3 world wide biggest PC manufacturing after purchasing IBM PCD, at the same time Lenovo Group owned a lot of brands; therefore Lenovo should have a clear brand strategy.The beginning of this research report is research target and research signification, then research report clarify related theory of brand strategy, and introduce the advantage and disadvantage of single-brand strategy and multi-brand strategy. After the analysis of history and current status of Lenovo Group, the report analyze macro environment and competitive environment of Lenovo via PEST model and Five-Forces Model, and then the Lenovo Group's internal environment was analyzed , based on upper analysis, the report conclude Lenovo Group should actualize multi-brand strategy. Finally, the report suggest that Lenovo Group should follow below macro-action: firstly clarifying the position of brand, secondly boosting brand prestige, and thirdly increasing brand reputation. In the end, the report delivers 4P strategy of Lenovo brand and Think brand.Depend on research result of above questions, the report definitely point out that Lenovo Group should adopt double-brand strategy, and then improve progress of double business model, so that will make Lenovo Group take more marketing share and get more profit.