Case Study: Lenovo’s Purchase of the IBM PC Division Prompts an Olympic-Size Re-Branding Effort

Company: Lenovo Agency: Ketchum Timeframe: January 2007-2008 When Lenovo purchased IBM’s PC division in 2005, it was a Chinese company that flew under the radar of most of the world. However, its $1.25 billion acquisition pushed the little-known brand onto the global stage. In this twist on the old David and Goliath story, David purchased Goliath instead of taking him out with a well-aimed stone, thus becoming the world’s fourth-largest personal computer manufacturer overnight. But the brand needed to catch up to its newly global image and communicate its technology leadership to an audience of approximately 6.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.