Topic > Lenovo: Building a Global Brand - 748

In 1984, the same year Compaq introduced a PC that included Intel's new, more powerful 80386 class of microprocessors, beating IBM to market, and Michael Dell began building computers IBM compatibles in its university dormitory, Lenovo began as a shop in a small concrete bungalow in Beijing with a mandate to commercialize the Academy's research and use the proceeds for further computing research. Lenovo's first original product was the Legend Chinese character card in 1987, which translated English-language operating systems into Chinese. This also included a popular “pair” feature that allowed users to form common Chinese sentences by typing just a few Chinese characters. The Legend card was a piece of hardware that plugged into PC motherboards, thus saving valuable hard drive space. At that time Lenovo was operated under the name "New Technology Developer" (NTD). In 1989, NTD was renamed Legend Computer Company. Legend Computer Company maintains its reputation by inventing its own brand of PC and becoming a pioneer of home computers in China, and then becoming the world's fifth largest motherboard manufacturer in 1995. The company focused more on different aspects than its competitors. In 1996, the company introduced its own laptop model, and while competitors focused on providing new technologies for the business market, Legend designed desktops that the average Chinese consumer could use. The company soon became the leader of the Chinese PC market (21.5% share) and well-known throughout the Asia-Pacific region by 1999. However, intense economic growth also increased national competitions which brought Legend to better consider growing global opportunities. In 2004, the company discovered that the Legend name was already trademarked in several Western countries and looked for a new name to use outside of China. The company prepared for international expansion with the announcement of the new Lenovo name and logo. The name was easy to pronounce in many languages ​​and was available for trademark registration in major markets, while retaining the original Chinese name for use in the domestic market. In March 2004, Lenovo joined the Olympic Partner Program, the highest level of the International Olympic Committee (IOC) worldwide. marketing program. “Engaging the world” was the slogan used by Lenovo during the IOC signing ceremony. Under the partnership agreement, Lenovo became the exclusive supplier of IT equipment and services for the 2006 Turin Olympic Winter Games and the 2006 Beijing Summer Olympic Games. 2008.