Unfortunately, sometimes a negative will arise. Initially, Lenovo was known as Legend and it has concentrated its focus only on the Chinese industry. However the intense in economic growth also increased domestic competitions which lead Legend to consider more on growing global opportunity. In addition, unlike many other rising Chinese companies, Lenovo is not competing solely on the basis of low manufacturing costs. First, the master brand strategy can be useful for creating a brand equity for Lenovo on a worldwide scale, but there are fears that the ThinkPad influence may be lost if this strategy is adopted.
Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study. To offer customers the desired product, the firm was supposed to invest in enhancing computer products, rather than producing low quality cheap products. When the Lenovo marketing team was considering four branding tactics, the use of the first the master brand would have completely obliterated the ThinkPad sub-brand. An analysis of the advantages as well as disadvantages of these strategies as considered are indicated as follows: Using Master Brand Strategy - This branding strategy implies that it requires businesses to focus specifically only their master brand while performing its promotion. Victoria, Australia: Oxford University Press.
Lenovo first original product was the Legend Chinese-character card in 1987, which translated English-language operating systems into Chinese. Instructors should consider the timing of making the video available to students, as it may reveal key case details. The advantage of this branding strategy is that it allows for sufficient level of contribution or attention of the management towards different sub-brands of the company, and none of them get missed. Quelch Case Study Description This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. House of Brands: This approach would mean expanding the business with sub-brand,however the issue of this strategy was to spend heavily on other sub-brands and relatively little investment in the corporate brand. A security code is added protection against credit card fraud.
Yang wanted a brand that would allow him to charge higher prices. It does receive some support from Microsoft and Intel, whose products it relies on. Lenovo: Building a global brand. Businesses must adapt to these situations to succeed in the Global Market and establish themselves as a Global Brand. Brands also ensure repeat buying and publicity thus ensuring a predictable and grow-able share of the market based on their unique positioning strategy rather than based on just cost competition.
Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Lenovo: Building a Global Brand, Spanish Version case study solution. That overarching philosophy is one reason that Lenovo began experimenting in 2013 with reestablishing electronics assembly in the United States, an activity that had disappeared long before. This leads to either missing details or poor sentence structures. Although they would be able to keep momentum with the Thinkpad and Thinkcentre, their ability to leverage these strong sub-brands will expire. Amelio tried to impose the Dell way of operating the company. In addition to performance, Nike is an innovative brand and that can be seen by the introduction of innovative products to the market like the Waffle Trainer, Air Max, and Air Jordan shoes.
Lenovo Handling Brand Management Challenges : An analysis of the case study has indicated that Lenovo has faced with brand management challenges in its operations, and it is therefore essential that there should be appropriate strategies that must be considered by them. Lenovo has organised itself as the most prominent brand in China with its core emphasis on innovation, quality and efficiency in its products and services offerings. Publication Date: July 19, 2006 This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. In addition to this, the case analysis also focuses towards analysing the advantages and disadvantages of strategies that have been considered by Lenovo in globalising its brand. That could be reason why Lenovo transmit the message by these short movies. It needs to devise strategies that are aimed at targeting its customers in the world market.
This strategy indicates that different brands of the company would represent separate luxury and mass market offerings. Multiple brands can create a differentiated customer experience and give consumers the perception of a non-cohesive organization. The company was also focus on creating awareness, they soon found out that product placement as very cost effective way to increase total awareness. The house of brands option would make the company incur a lot of expenses in the marketing function, without necessarily achieving the desirable sales of any of the brands. In short: Yes, but Lenovo has the backbone to stand strong. The master branding strategy has the advantage in terms of better promotion of the master brand of the company.
This should be the strategy that should have been considered by Lenovo for the purpose of branding its image Doyle, 2008. The world perception of Lenovo has posed different challenges to meet its desired results. It is the range of activities that aim to identify, anticipate and shape customer demands and satisfy these demands in a way that furthers the businesses objectives Moore,2011 It is crucial in the role that it generates funds, but it is also dependant on other business functions. How did Lenovo build its global brand? If we apply this definition to the Global Brands can be understood in different ways. There are also a number of micro-related predictions that follow the conceptualisation of this particular type of equity as a four-dimensional construct. The first step for Lenovo should be to create a strong brand position and subsequently develop, execute and communicate the brand strategy accordingly. This means that the quality of the brand is standardized globally, and there is no place the quality is better than others.
The company was focus more on different aspect from their competitors. The company launched many of the usual marketing efforts. In the past, Coralius has successfully relied on its country managers to create local advertising and promotion initiatives for its cosmetics. Because its footprint is so big, the company has developed human resources practices that apply uniformly regardless of market including China. Therefore, Lenovo has a daunting task to create brand equity to thrive at a global scale. Please place the order on the website to get your own originally done case solution. Around 2010, the company finally began to click.