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.
Case Study: Lenovo’s Purchase of the IBM PC Division Prompts an Olympic-Size Re-Branding Effort
You might also be interested in:
- Case Study: Kroger Tackles Sustainability One Lonely Orange at a Time
- Northwestern Mutual Goes to Bat for Childhood Cancer
- Case Study: Klick Health Program Rewards Employees Doing Well By Enabling Them To Donate To Charity of Their Choice
- Case Study: Nikon 1 Uses Celebrities and Consumers in a Facebook Photo-Sharing Campaign Designed to Expand its Market
- Case Study: Academy of Country Music Generates New Engagement For its Awards With Multifaceted Twitter PR Campaign