Development of a customer experience-based brand strategy for the Lenovo Group to explore the UK market

After acquiring the IBM?s Personal Computing (PC) division, Lenovo has focused on exploring the UK market as a part of their internationalization programme. This paper presents the development of a customer experience-based brand strategy for Lenovo Group to explore the UK market. The key question in this study is how Lenovo use 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 behaviour, experience analysis, and brand development analysis. The customer analysis data have been collected through questionnaire, interview and observation surveys. The authors adopt Cope and Schmitt?s theoretical framework of customer behaviors analysis and brand development process analysis as an underlying structure. Authors conceptualize a framework based 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 behaviour, and brand development process. The study established a new brand strategy which has been evaluated and will be integrated in the company?s brand strategy.