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Hitwise Intelligence - Bill Tancer - North America

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Lenovo and IBM: From Columbia Business School/Corante Conference

June 09, 2006

Before my panel discussion this morning, I sat in on a very interesting speech by Deepak Advani, Lenovo's CMO at the Innovative Marketing Conference sponsored by Corante and the Columbia School for Business. During the speech, Deepak described how his company was building the Lenovo brand and differentiating from the IBM brand which has associations with higher ticket enterprise server solutions.

So how is the Lenovo brand doing? Is Lenovo successful in their brand building exercise? I thought this was a great opportunity to demonstrate how Hitwise search term data (10MM internet users in the US) can provide excellent insight into brand equity. Deepak this one's for you:

As we can see from the chart above, starting this past holiday season, Lenova is beginning to build brand equity and should pass IBM in quick order.

Posted by Bill Tancer at 05:14 PM | (1) | (3)

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