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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
This paper presented a development of a customer experience-based brand strategy for Lenovo Group which is one of the biggest and most powerful PC producers in the world. After acquiring the IBM’s Personal Computing division, Lenovo focus on exploring the UK market. Due to differences in culture, user behaviour, market environment and so on, Lenovo have to develop a new product development brand strategy to transfer their successful brand strategy from China to the UK. The key question in this study is how can Lenovo use customer experience design as a basis for creating an effective brand strategy to fully understand their customer and develop their share in the UK market? This research contributes to the Lenovo brand strategy project.

The design research methodology addresses user behaviour and experience analysis, and brand development analysis. The customer analyses data have been collected through questionnaire, interview and observation surveys. From the surveys we find that the UK Personal Computers (PCs) customers are not satisfied with the current PCs purchasing experience and they are looking for better service and experience. Then we adopt Mick Cope and Schmitt’s theoretical framework of customer behaviors analysis and brand development process analysis as an underlying structure. Authors conceptualize their framework more narrowly based on PCs customer experience design, allowing for more specific analysis of details of customer experience during the PCs purchasing process. The PCs purchasing process was then divided into three stages: the pre-sales thinking, the purchasing process and the after-sales service. The analysis led to the integration of the key factors related to the UK PCs market environment, customer behaviors, and brand development process. The study established a new brand strategy which has been evaluated and will be implemented in the company’s brand strategy
384-397
Adelphi Research Institute for Creative Arts and Sciences
Yin, Yuanyuan
cdb7e6d5-a9d9-4ecc-bbaa-a10ea4350f39
Holland, Ray
1e6e8147-4037-4def-b8fb-0d2e59797fbd
Qin, Shengfeng
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Wu, Weicheng
1ed48a3a-3a82-4d54-b853-a5a0d0f885d8
Williams, A.J.
Hands, D.
O'Brien, M.A.
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
Williams, A.J.
Hands, D.
O'Brien, M.A.

Yin, Yuanyuan, Holland, Ray, Qin, Shengfeng and Wu, Weicheng (2006) Development of a customer experience-based brand strategy for the Lenovo Group to explore the UK market. Williams, A.J., Hands, D. and O'Brien, M.A. (eds.) In Proceedings: D2B - The First International Design Management Symposium, Shanghai 2006. Adelphi Research Institute for Creative Arts and Sciences. pp. 384-397 .

Record type: Conference or Workshop Item (Paper)

Abstract

This paper presented a development of a customer experience-based brand strategy for Lenovo Group which is one of the biggest and most powerful PC producers in the world. After acquiring the IBM’s Personal Computing division, Lenovo focus on exploring the UK market. Due to differences in culture, user behaviour, market environment and so on, Lenovo have to develop a new product development brand strategy to transfer their successful brand strategy from China to the UK. The key question in this study is how can Lenovo use customer experience design as a basis for creating an effective brand strategy to fully understand their customer and develop their share in the UK market? This research contributes to the Lenovo brand strategy project.

The design research methodology addresses user behaviour and experience analysis, and brand development analysis. The customer analyses data have been collected through questionnaire, interview and observation surveys. From the surveys we find that the UK Personal Computers (PCs) customers are not satisfied with the current PCs purchasing experience and they are looking for better service and experience. Then we adopt Mick Cope and Schmitt’s theoretical framework of customer behaviors analysis and brand development process analysis as an underlying structure. Authors conceptualize their framework more narrowly based on PCs customer experience design, allowing for more specific analysis of details of customer experience during the PCs purchasing process. The PCs purchasing process was then divided into three stages: the pre-sales thinking, the purchasing process and the after-sales service. The analysis led to the integration of the key factors related to the UK PCs market environment, customer behaviors, and brand development process. The study established a new brand strategy which has been evaluated and will be implemented in the company’s brand strategy

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Published date: March 2006
Venue - Dates: 1st International Design management Symposium, Shanghai, China, 2006-03-17 - 2006-03-19

Identifiers

Local EPrints ID: 79579
URI: http://eprints.soton.ac.uk/id/eprint/79579
PURE UUID: 986baced-0865-48af-b074-ea7cd2af1c2f

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Date deposited: 17 Mar 2010
Last modified: 07 May 2020 16:33

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Contributors

Author: Yuanyuan Yin
Author: Ray Holland
Author: Shengfeng Qin
Author: Weicheng Wu
Editor: A.J. Williams
Editor: D. Hands
Editor: M.A. O'Brien

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