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Development of a Customer Experience-Based Brand Strategy for the Lenovo Group t

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Yuanyuan Yin, PhD Candidate, Design Research, School of Engineering & Design, Brunel Universiity; Dr. Ray Holland, Director, Design and Branding Strategy, Masters Program, Brunel University; Weicheng Wu, MA, Brunel Universiity


Since acquiring IBM’s personal computing (PC) division, Lenovo has focused on exploring the UK market as part of its internationalization program. This paper presents the development of a customer experience-based brand strategy for the Lenovo Group to ex




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