Essay on Lenovo Group Plc. Marketing Analysis

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During the last 15 years Lenovo Group Plc. has developed rapidly in the world of PC manufacturing. Through the innovation and the high quality of its products Lenovo tries to obtain an important market share in hi- tech products not only in China where its headquarters are but also in the EU and USA. To achieve this it is essential to develop the brand equity of its products and services which is an intangible asset which helps every company to obtain and retain its customers with the positive awareness, thoughts, feelings and loyalty on behalf of the customer.

In order to evaluate Lenovo’s brand equity we used the Keller Customer Based Brand Equity (CBBE) model. This model is unique in the analysis of brand building as it contains the meanings of brand identity, meaning, responses and relationships respectively. We have designed a questionnaire which contains these elements of brand building and we have obtained a sample of 51 people. In this report, firstly we give a brief description of the Lenovo and the method we have used for assessing Lenovo’s brand equity. Moreover, we give a brief explanation for using the Keller’s method and after analyzing the people’ s responses to the questionnaire we provide some recommendations for improving Lenovo’s brand equity. Finally, we indicate a reference list and bibliography and an appendix which have been proved to be useful for the completion of the analysis.

Background and Situation Analysis


Lenovo is a computer manufacturer which originally started its PC business from China. Now it is the world’s fourth largest personal computer manufacturer, listed in the ‘Fortune’Global 500, the top five fastest growing computer manufacturers in the w...

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...-based brand equity The Journal of Consumer Marketing Vol. 12 No. 4 , pp. 11-19.

Netemeyera R., Krishnanb B., Pulliga C., Wangc G., Yagcid M., Deane D., Ricksf J., Wirth F. (2004) Developing and validating measures of facets of customer-based brand equity Journal of Business Research 54 pp. 209- 224.

Kapferer, J. N. (2008) The new strategic brand management : creating and sustaining brand equity long term. 4TH edition, London Kogan Page.

Keller, K. L. (2008) Strategic brand management : building, measuring, and managing brand equity. 3RD edition. Upper Saddle River, NJ Pearson/Prentice Hall.

Wood L. (2000) Brands and brand equity: definition and management. Management Decision, Vol. 38 Iss: 9, pp.662 – 669.

Aaker, D. (1996) Measuring brand equity across products and markets. California Management Review. Vol. 38 Iss: 3, pp. 102-120.

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