Lenovo 2013 Annual Report Download - page 24
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ThinkPad X1 Carbon Touch
Lynx
Lenovo Group Limited 2012/13 Annual Report
22
MANAGEMENT’S DISCUSSION & ANALYSIS
BRAND BUILDING
The Group continued its global “For Those Who Do”
branding campaign, taking the next step in asserting its
position as a global technology leader. The campaign is
aimed at expressing the essence of who Lenovo is as a
company; attracting a wide range of customers with a
compelling message as well as highlighting how Lenovo’s
differentiated innovation and technology are built to serve
and inspire the world’s greatest creators, innovators, and
thinkers- the Doers.
The campaign has substantially improved the Group’s
brand recognition worldwide. It helped drive Lenovo’s highly
successful marketing launches of innovative convertible
products in the fall, as well as the more recent launches
of its innovative Horizon table PC, K900 smartphone,
and many other products throughout the year. According
to third party measurements, Lenovo’s consumer brand
consideration has grown 86% year-on-year across its key
markets (including U.S., India, Russia, Japan and Germany)
where Lenovo increased investment to enhance its brand
presence. The Group will continue to demonstrate its
innovation leadership in the year ahead by launching more
bold products – particularly in the mobile internet space
– which will help enhance its position as a strong, well-
respected global PC+ technology brand.