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Lenovo to promote its worldwide brand recognition

The Chinese computer manufacturer looking to expand from its corporate business focus to a more commercially broad household name

According to The China Post, Lenovo is planning to significantly boost its brand awareness worldwide in the coming years.

In many of the countries, Lenovo really has a limited presence, because we have often focused on corporate, rather than commercial, business,” said David Roman, Lenovo’s chief marketing officer. Indeed, the Lenovo name has always been more associated with business-class hardware meant for business-type users, even here in the U.S.  Its popular line of resilient and award-winning ThinkPad laptops may have largely attributed to its business façade. Although the name is recognizable, Lenovo is looking to expand itself to include more everyday consumers and users as part of the equation.

The Chinese manufacturer is aiming high worldwide with a goal of being one of the top 3 PC brands. Roman wants Lenovo to become the “Nike” of the PC industry, says The China Post. Eventually, the Lenovo name would be synonymous with not just PCs, but tablets, cell phones and home digital entertainment products.

Marketing campaigns, of course, will be one of the more evident methods of getting the Lenovo brand name out there. According to the company, one campaign will be aimed at the youth market and will run for the next two to three years. Overall, the marketing campaigns will be one of Lenovo’s largest marketing investments since 2008 when it sponsored the Summer Olympic Games.

According to the latest preliminary reports from IDC, Lenovo currently ranks 3rd in worldwide PC shipments with a 12.2% market share, right behind Dell but beating out Acer.


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Allen Ngo, 2011-07-19 (Update: 2012-05-26)