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How Lenovo Rebranded and Modernize Its Image as Global Brand

November 12
7:25 PM 2015

Lenovo started at developing circuit board to process Chinese character in 1984. It now has become the most respectable name in PC market. Led by CEO Yan Yuanqing, Lenovo has launched to become a solid global brand.

Lenovo ranks as third in smartphones aside from being the world's leading producer of PCs.  The 2015 rebranding was spearheaded by CMO David Roman.

Roman said that one most important transition is, "We've had to transform from a solely business-to-business company to become both a B2B and a consumer brand." It is because, "We have a successful track record for business customers in PCs because we listen to them and deliver high-quality products carefully designed to meet their needs," said Roman in an interview with Mashable.

Prior to join Lenovo, David Roman was a former Hewlett-Packard VP of marketing communication. His combination of marketing expertise and creativity is acknowledged as the best in the IT world. He was also a former vice president of worldwide advertising and brand marketing in Apple, he was responsible for creating Apple great marketing campaign and making Apple a marketing-driven company. He joined Lenovo in 2010 and together with the already strong team in Lenovo, launched a global marketing campaign.

China Daily reported that Lenovo eyes more global PC market share. According to statistics from IDC Lenovo is already the largest PC maker in the world with 21 percent of global market share in third quarter of this year. Lenovo's Yoga series is the innovative product from Lenovo, first launched in 2012 as a hybrid device between a laptop and tablet. As it successfully perform well in the market, Lenovo launched three new tablet-laptop hybrid: Yoga Tab 3 Pro, Yoga 4 Pro and one MIIX 4. With a strong innovative product supported by strong marketing team, this new devices may perform well in the market.. 

In the launching event of their three new product on Monday,  Lenovo CEO as reported by Shanghai Daily said that he is still optimistic about the PC market because according to him, "there is still a lot of investment going into improving the PC's user experience and to stay relevant, manufacturers need to be committed to innovation." Yang also said a $200 billion PC market still has potential for growth, because it has essential features that cannot be replaced by tablets and smartphones.

With a series of new product in the market, a strong production team that was backed up with strong marketing team, Lenovo will continue to grow strong as global brand. 

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