The FINANCIAL — In a clear recognition of the consistent growth of its business and its steady emergence as a global brand across the technology spectrum, Lenovo was today named as one of Interbrand’s Best Global Brands of 2015. Lenovo joins the prestigious list at number 100, and is one of several strong new entrants – including Lego and PayPal. The highly influential list is published annually by Interbrand.
According to Interbrand, its 16th annual Best Global Brands report identifies the 100 most valuable global brands by analyzing the many ways a brand benefits an organization — from delivering on customer expectations to driving economic value. The ranking is based on a combination of attributes that contribute to a brand’s cumulative value, including financial performance, the role a brand plays in influencing customer choice and the strength a brand has to command a premium price or secure earnings for the company.
Lenovo, which has become a the clear leader in global PCs (more than 20% share), a top 3 tablet and server maker, and a top 5 global smartphone company, secured its spot in a year during which the company launched a new brand campaign (“Never Stand Still”); redesigned its logo to create a digital-first, social-first visual identity; and unveiled a series of new products and global marketing campaigns to reflect the breadth of its now $46b annual company. Events like the company’s recent Tech World showcase in Beijing, a record award winning performance at CES in Las Vegas, and a series of product launches centered around activities in Berlin, New York and Shanghai last month have helped solidify Lenovo’s presence on the global stage.
This year’s ranking does not include the additional brand value added by recent acquisitions of the IBM System X server busnesss or Motorola Mobility, both of which are likely to strengthen and broaden Lenovo’s brand power over time. Even without these assets, the report currently values Lenovo’s brand at more than $4.1b.
“Business performance and brand performance are very closely linked. So it is very gratifying to see that Lenovo’s brand is now considered among the world’s strongest, because this reflects not just on the success of our marketing and customer engagement efforts, but also on the overall strength of our company,” said David Roman, Chief Marketing Officer, Lenovo. “For years, we have seen Lenovo steadily rise to prominence – in PCs, tablets. Smartphones and servers – and now we have some validation that our brand is becoming a core strength. Brands have to mean something to people in order to have value, and this recognition gives us some confidence that our brand is becoming even more relevant to our customers in every segment.”
“We’ve been watching Lenovo as it has been transitioning its global brand with a new logo, campaigns that encourage people to be a part of the brand, and of course providing technology that people love,” said Jez Frampton, Global CEO of Interbrand. “I congratulate Lenovo on joining our top 100 and identifying a way to differentiate and be more relevant.”