Research On Brand Equity Of Lenovo Group

Since the end of the twentieth century, most of Chinese enterprises have entered the new stage of economic development, not only increase the awareness of a brand creating, but also brand development and brand equity maintenance, especially after joining WTO, in order to continue to create suitable Chinese market, strong development models and operation methods. Thus, the competitive advantage of the global market was obtained, and a brand became an important marketing tool. With the acquisition of IBM PC business, Lenovo Group later caused a great impact, got valuable brand equity, became a typical representative of China Electronic Information Enterprises.Lenovo Group made a big contribution to the development of a strong Chinese brand, secured its position in the world, its scientific technology, research and development ideas, “after-sales” service model, the successful experience and methods are worth learning and usable to be used as reference. With the development of Lenovo Group over the years, and the effective strategy, the market share and the profit level are improving constantly, and it will make the economic and technology usable for future development. Lenovo successfully established the global mobile business and enterprise business, personal computers, smart phones and global sales record.The researcher not only analysed the three sales models of Lenovo Group along its development stages, including the mixed sales model, the distribution model and the dual model, also, through research investigation, Lenovo’s brand reputation and brand effect have a certain brand influence, established the good image and reputation in the minds of customers, won the trust and support. Finally, The researcher summarized the brand equity status of Lenovo Group, analyzed the brand name awareness, brand association, brand loyalty, brand perceived quality, market conditions and others, and for the Lenovo brand proposed the corresponding methods to improve brand equity. Secondly, through the survey data, I summarized the brand equity’s strategy of the Lenovo Group, also depthly analysed the brand equity’s promotion strategy of Lenovo Group.