China’s largest PC maker, Lenovo (OTC: LNVGY), is attempting to reposition itself in its native country in an effort to appeal more to consumers there, CNNMoney reports. This fall, the company will begin airing ads in China that feature the English slogan “Lenovo: For those who do.” The phrasing had already been rolled out in marketing campaigns in North America last year.
The new strategy comes as companies like Apple, Google, Amazon.com, and others focus increasingly on the booming mobile market in smartphones, tablets, and e-readers. Lenovo does not yet have a game-changer in this area.
While Lenovo is well-known in Asia, its brand isn’t seen as a status symbol like, say, Apple’s is. Analysts agree that it will be more difficult for Lenovo to completely revamp its image in China, since its reputation and image are already firmly engrained in the minds of consumers, the CNNMoney article says.