[photopress:it_lenovo_disney_pc.jpg,full,alignright]With an Italian-sounding name, a line of computers once made by I.B.M., and a chief executive who hails from Dell and NCR, the Lenovo Group is not a company that most Americans would assume is Chinese.
Lenovo, which happens to be the only Chinese company having a worldwide sponsorship for the 2008 Beijing Olympics does not mind that at all. Indeed, it welcomes it.
Lenovo, which bought I.B.M.’s personal computer business in 2005, plans to use its Olympics campaign as a launching pad for its brand.
Although Lenovo’s largest shareholder is the Chinese government and its biggest operations are in Beijing, Americans who watch advertisements during the Olympics this August will see only a company that wants to show off its technology.
Glen Gilbert, Lenovo’s vice president for brand management, said, ‘In China, the advertising will be very much leveraging the heritage of a Chinese company. In the U.S., we won’t be making direct mention of that.’
[photopress:IT_lenovo_1.jpg,full,alignleft]He said Lenovo is not trying to hide its Chinese roots. Rather, it wants to position Lenovo as a global brand and highlight the quality of its computers.
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Source: New York Times