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.

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