Development of a Customer Experience‐Based Brand Strategy for the Lenovo Group to Explore the UK Market

Abstract

AbstractSince acquiring IBM's personal computing (PC) division, Lenovo has focused on exploring the UK market as part of its internationalization program. This paper presents the development of a customer experience‐based brand strategy for the Lenovo Group to explore the UK market. The key question in this study is how Lenovo uses 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 behavior, experience analysis, and brand development analysis. The customer analysis data have been collected through questionnaire, interview, and observational surveys. The authors adopt Cope and Schmitt's theoretical framework of customer behavior analysis and brand development process analysis as an underlying structure. The authors conceptualize a framework based on 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 behavior, and the brand development process. The study established a new brand strategy that has been evaluated and will be integrated into the company's current brand strategy.