In a constantly shifting tech marketplace, Lenovo’s brand transformation has centered on its message to “Never stand still.” The global technology leader unveiled a new brand platform in 2015, a signal of its renewed energy and updated positioning in a post-PC world.
Lenovo has built itself into a USD $46 billion diversified technology company. As of August 2015, Lenovo was number one in worldwide PC sales, holding a record 20.6 percent share of the PC market. It also held the number three spot in global tablet sales, with a 5.6 percent market share. As of September 2015, the company had become the world’s fourth-largest smartphone company, rising on the strength of its own emerging markets business, as well as that of Motorola Mobility, which it acquired last year. Lenovo also boasts one of the industry’s best R&D departments, with locations throughout North Carolina in the U.S., Yokohama in Japan, and Beijing in China (making up what the company calls its global “Research Triangle”). A commitment to innovation, combined with enhanced credibility in the enterprise server market following the acquisition of Big Blue’s x86 server business, put Lenovo in a strong position to compete aggressively.
Despite a recent decline in profits and the continued contraction of the global PC market, Lenovo is moving forward with its current bet: connectivity. Lenovo is aiming to become the company at the heart of uniting devices and communities. This includes a concentrated foray into the broader Internet of Things (IoT); building infrastructure; integrating hardware, software, and cloud services; and facilitating reliable and ubiquitous connections that make people’s experiences with their devices richer and more intuitive.
Through an array of acquisitions, Lenovo has actively invested in its white spaces. Its newly established subsidiary, ShenQi, for example, represents a push to bolster its mobile Internet standing, primarily in China, by focusing on the new Internet business model there. Lenovo is also organizing its brands (ThinkPad, Motorola, System X, Medion, and NEC, to name a few) to ensure that its investments are all well aligned under the Lenovo brand.
With unmatched diversity of businesses in the global tech market—and a unifying brand identity that speaks to entrepreneurialism and constantly testing boundaries—Lenovo has earned a position in Interbrand’s Best Global Brands ranking for the first time in its history.