Lenovo: Building a Global Brand

Cultural Clashes ‡ high on power distance ‡ hierarchic and centralized ‡ hinders the participation of subordinates ‡ weakens the initiatives of the employee in the company

IBM: ‡ voice heard on the company decisions ‡ recognized as part of the decision-making

Branding
‡ low brand awareness - no presence in the world ‡ build its brand globally by sales through the IBM sales force ‡ brand management ‡ confusion in brand identities

Measures Have Been Taken and the Evaluation

‡ lay off ‡ launched a $100m program to revamp the IBM PC unit invested in sales and distribution channels ‡ Moved headquarters to Raleigh, North Carolina ‡ official company language Chinese to English ‡ Think trademark for high-end products ‡ its own corporate ‡ name Lenovo for mainstream offerings