REBRANDING: How the Lenovo brand was transformed: China leader to global powerhouse

Companies and organisations are ever-evolving. With policies, people and perceptions changing in the blink of an eye, it is no wonder that rebranding is fast becoming a crucial tool to the marketing profession. Lenovo is a company which has readily embraced change over the years and provides a model of well-planned and well-executed rebranding practices.

Success can best be measured by companies who can adapt easily to change – because change is one of the only constants of the business environment. In recent years, Lenovo is one such company which has readily embraced change and rebranded itself to transform from being a leader in China to a serious contender on the global market. As a senior marketing professional with years of branding experience, David Shaw, Director Brand Marketing & Integrated Marketing Communications of Lenovo in Singapore, will share Lenovo’s experiences in building and reconstructing the Lenovo brand to go from being a leader in China to a truly global player. In an interactive presentation, Shaw will cover: * How to objectively assess your brand strategy in order to determine how to reinvigorate your image through rebranding and distinguish your company from competitors; * How Lenovo has changed in the public’s eye since undergoing its’ brand transformation; and * How Lenovo has transformed it brand image in order to position itself as a leading global player.

Regardless of whether you are directly responsible for brand marketing or if you are looking to explore ways to rebrand your corporate image, this Marketing Peer Briefing will provide long and short term value to you, your team and your organization.

David Shaw is Director of Brand Marketing & Integrated Marketing Communications for Lenovo Asia-Pacific (ex-Greater China). He leads a team chartered to establish thought and market leadership for Think and Lenovo-branded desktop and notebook PCs, options and accessories across the region. Prior to joining Lenovo in 2006, David clocked 8 years in Hewlett-Packard leading regional market communications teams in the consumer, IT services & enterprise arenas. In a previous life, David earned his spurs as a copywriter/creative director with Saatchi, BBDO and JWT in Singapore and Canada. A passionate brand evangelist, David has his hands full these days laying the foundations of the next Big Brand.

Marketing magazine is thankful for the generous support of Robert Walters. Robert Walters is one of the world’s leading specialist professional recruitment consultancies with a network of offices spanning Singapore, the United Kingdom, Ireland, Continental Europe, South Africa, United States, Australasia and Asia. Robert Walters focuses on permanent, contract and interim recruitment across all industry sectors and at all levels of seniority. They manage the careers of the highest calibre candidates in the fields of human resources, accounting, finance, banking, information technology, legal, sales and marketing, operations and general management. Their client base comprises leading blue-chip multinational corporations and major financial service organisations through to SMEs and local businesses. For further information about Robert Walters, please visit their website.