Development of Customer Experience-Based Brand Strategy for the Lenovo Group to Explore the Uk Market
D E S I G N M A N A G E M E N T P R A C T I C E I N I N D U S T RY
Development of a Customer ExperienceBased Brand Strategy for the Lenovo Group to Explore the UK Market by Yuanyuan Yin, Ray Holland, Shengfeng Qin and Weicheng Wu 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. Introduction Nowadays, PCs have infiltrated our daily lives and are increasingly functional in meeting various aspects of our professional and personal needs.
Yuanyuan Yin, PhD Candidate, Design Research, School of Engineering & Design
Dr Ray Holland, Director, Design and Branding Strategy, Masters Program, Brunel University
Weicheng Wu, MA, Brunel University
Abstract Since 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,
60
Design Management Journal
Development of a Customer Experience-Based
Development of a Customer ExperienceBased Brand Strategy for the Lenovo Group to Explore the UK Market by Yuanyuan Yin, Ray Holland, Shengfeng Qin and Weicheng Wu 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. Introduction Nowadays, PCs have infiltrated our daily lives and are increasingly functional in meeting various aspects of our professional and personal needs.
Yuanyuan Yin, PhD Candidate, Design Research, School of Engineering & Design
Dr Ray Holland, Director, Design and Branding Strategy, Masters Program, Brunel University
Weicheng Wu, MA, Brunel University
Abstract Since 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,
60
Design Management Journal
Development of a Customer Experience-Based
References: Armstrong, K. (2004), Principles of Marketing (tenth ed.) USA: Pearson Prentice Hall. Brassington, F & S. Pettit (2003), Principles of Marketing (third ed.). England: Prentice Hall. Cope, M. (2003), The Seven C’s of Consulting: The Definitive Guide to the Consulting Process. Great Britain: Person Education Limited. Kotler, P. (2003), Marketing Management, (eleventh ed.) Upper Saddle River, Prentice Hall. Long, K. (2004), “Customer Loyalty and Experience Design in E-Business.” Design Management Review. vol. 15, no. 2. Neumeier, M. (2003), The Brand Gap: How to Bridge the Distance Between Business Strategy and Design: A Whiteboard Overview. USA: New Riders Publishing. Smith, S. & J. Wheeler (2002), Managing the Customer Experience. Great Britain: Pearson Education Limited. 68 Design Management Journal