Lenovo’s Brand Image In Us From 2008-2015 And Its Consumers’ Perceptions

Brand is becoming significantly important for the company,its products and service.Brand as asset or key competing arm,could be more essential to the company than its product or service.But the stats quo of Chinese companies is disappointing.According to a survey done Interbrand,the Top 100 Most Valuable Brands around the globe has only 2 Chinese names,one is HUAWEI,and the other is Lenovo.Although there are so many companies,no matter state owned or private,their brand is not as competing as in China after they enter the global market.Historically speaking,Chinese companies lack the sense of Brand and only by the end of 90s of the 20th century had most of the worldly renowned advertising or PR agencies like Ogilvy&Mather or Edelman enrolled in the Chinese market.Traditionally,Chinese players treat advertising as part of the way to promote products or service and PR as simply talking businesses during banquet,as a result most Chinese companies do not own the real brands under most of conditions.This article takes Lenovo’s brand image as one research object,for Lenovo is first of many Chinese enterprises that are in "going out" strategy.In 2005,Lenovo acquired IBM’s personal computer business and suffered severe challenges in American market.So at the new dawn of its next period of development,Lenovo adopted a new brand image strategy,hoping to create a brand of international significance.The research topic of this paper is to solve two questions:What is Lenovo’s expected brand image?And what is Lenovo’s real brand image in the eyes of US consumers?Through the literature and in-depth interviews with Lenovo internal staff,the article is set to grasp Lenovo’s expected brand image,and then through the questionnaire and quantitative research,the article analyzed ways that the US consumers respond to these brand images.Through a series of studies in this paper,the article found that"internationalization" and "innovation" are the two most important keywords of American consumers’ positive evaluation of brand.The "practical" brand image enjoys popular support,but key words like "differentiation" and "lively" are not that deeply rooted.