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Rebuilding the Lenovo Brand

In: Business and Management

Submitted By weicai
Words 1641
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Rebuilding the Lenovo Brand By Wei Cai

According to a research report conducted by International Data Corp (Beijing) in October, 14, 2011, Lenovo has overtaken its international rivals to rise to the No.2 slot globally for the first time, the US-based research company IDC said in its latest report. Obviously, after the acquisition, it isn’t the first good news about Lenovo.

Let’s look back to May, 1, 2005, Lenovo bought IBM’s PC unit for $1.75 billion, and then, it suffered a dark period. At that time, its share price languished, it lost an numerous of previous customers of IBM and it had an extensive of managerial problems between the two different cultures. At 2008, the board took actions to rebuild the Lenovo brand, and the changes appeared to be working until today. According to the Knowledge@Wharton article and based on my personal research, the actions and strategies can be separated into two parts: the internal executive strategies and the marketing strategies. Moreover, Lenovo still have some actions not mentioned in the article, there are some potential problems as well, I will present them and give my opinions in the following statement.

Internal Executive Strategies

Ordinating New CEO and CMO
Yang Yuanqing back to Lenovo be CEO again. Yang Yuanqing, who was chairman of Lenovo's board from 2004 to 2008 and had been at the helm of the Lenovo brand building and IBM PC acquisition, one of his major achievements has been making Lenovo the best-selling PC brand in China since 1997. In 2001, Business Week named him as one of the rising stars in Asia. In February 2009, Yang re-assumed the position of CEO at Lenovo. He came back with Liu Chuanzhi and toke place of William Amelio, the former CEO. Yang was very familiar with every aspect of Lenovo, especially the brand building part. Also, he has accumulated enough...

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