This paper presented a development of a customer experience-based brand strategy for Lenovo Group which is one of the biggest and most powerful PC producers in the world. After acquiring the IBM’s Personal Computing division, Lenovo focus on exploring the UK market. Due to differences in...

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...