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Development of a customer experience-based brand strategy for the Lenovo Group to explore the UK market

Development of a customer experience-based brand strategy for the Lenovo Group to explore the UK market
Development of a customer experience-based brand strategy for the Lenovo Group to explore the UK market
After acquiring the IBM’s Personal Computing (PC) division, Lenovo has focused on exploring the UK market as a part of their internationalization programme. This paper presents the development of a customer experience-based brand strategy for Lenovo Group to explore the UK market. The key question in this study is how Lenovo use customer experience design as a basis for creating an effective brand strategy to fully understand customer needs and develop a share in the UK market.

The brand strategy was developed from user behaviour, experience analysis, and brand development analysis. The customer analysis data have been collected through questionnaire, interview and observation surveys. The authors adopt Cope and Schmitt’s theoretical framework of customer behaviors analysis and brand development process analysis as an underlying structure. Authors conceptualize a framework based customer experience design of PCs, integrating specific analysis of details of customer experience during the PC purchasing process. The analysis led to the identification of the key factors related to the UK PC market environment, customer behaviour, and brand development process. The study established a new brand strategy which has been evaluated and will be integrated in the company’s brand strategy.
1942-5074
60-68
Yin, Yuanyuan
cdb7e6d5-a9d9-4ecc-bbaa-a10ea4350f39
Holland, Ray
1e6e8147-4037-4def-b8fb-0d2e59797fbd
Qin, Shengfeng
bf617d1c-c79a-4d37-82d2-9b2b02e63c53
Wu, Weicheng
1ed48a3a-3a82-4d54-b853-a5a0d0f885d8
Yin, Yuanyuan
cdb7e6d5-a9d9-4ecc-bbaa-a10ea4350f39
Holland, Ray
1e6e8147-4037-4def-b8fb-0d2e59797fbd
Qin, Shengfeng
bf617d1c-c79a-4d37-82d2-9b2b02e63c53
Wu, Weicheng
1ed48a3a-3a82-4d54-b853-a5a0d0f885d8

Yin, Yuanyuan, Holland, Ray, Qin, Shengfeng and Wu, Weicheng (2008) Development of a customer experience-based brand strategy for the Lenovo Group to explore the UK market. Design Management Journal, 3 (1), 60-68.

Record type: Article

Abstract

After acquiring the IBM’s Personal Computing (PC) division, Lenovo has focused on exploring the UK market as a part of their internationalization programme. This paper presents the development of a customer experience-based brand strategy for Lenovo Group to explore the UK market. The key question in this study is how Lenovo use customer experience design as a basis for creating an effective brand strategy to fully understand customer needs and develop a share in the UK market.

The brand strategy was developed from user behaviour, experience analysis, and brand development analysis. The customer analysis data have been collected through questionnaire, interview and observation surveys. The authors adopt Cope and Schmitt’s theoretical framework of customer behaviors analysis and brand development process analysis as an underlying structure. Authors conceptualize a framework based customer experience design of PCs, integrating specific analysis of details of customer experience during the PC purchasing process. The analysis led to the identification of the key factors related to the UK PC market environment, customer behaviour, and brand development process. The study established a new brand strategy which has been evaluated and will be integrated in the company’s brand strategy.

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More information

e-pub ahead of print date: 14 June 2008
Published date: 2008

Identifiers

Local EPrints ID: 79548
URI: http://eprints.soton.ac.uk/id/eprint/79548
ISSN: 1942-5074
PURE UUID: 4efae01c-7c16-4a83-9872-ac6649d2539d

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Date deposited: 18 Mar 2010
Last modified: 29 Jan 2020 13:40

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