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18
Legend, ” said Jonathan Kotler, a trial and appellate attorney and professor of
journalism at the USC Annenberg School for Communication & Journalism.
“Legend sounds like a bad stage name, but I have no problem putting Lenovo
together with other reliable tech brands like Sony or Panasonic,” he said.
Retaining “ThinkPad,” a well established, world-renowned name, was a strategic
move on Lenovo’s part. Deepka Advani, Lenovo’s senior vice president and
director of marketing said, “there will be no doubt that ThinkPad is made by
Lenovo, just like iPod is made by Apple.” Lenovo’s strategy is to link its name
with the better-known products (ThinkPads and ThinkCenters), until they
become synonymous in the customer’s mind. This strategy should help Lenovo
gain recognition. “The way the deal is structured, with IBM retaining a stake and
putting its brand name on the line, will help them do that,” said Oded Shenkar,
professor of international business at Ohio State University and author of The
Chinese Century.28
Consequently, it is critical to retain legacy—brand identity, local capabilities and
people. But how?
2.5 Branding Communication
A newspaper advertisement that Lenovo initiated in early May 2005 shows a
man sitting in the shovel of a backhoe, working on a laptop computer. “How do
you build new technology?” it says. “Start by building a new technology
28 See Note 2.
Object Description
| Title | China's investment in the United States and the public relations implications: A case study of the Lenovo-IBM acquisition |
| Author | Liang, Shuyan |
| Author email | shuyanliang.usc@gmail.com; shuyanli@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-30 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-04 |
| Advisor (committee chair) | Kotler, Jonathan |
| Advisor (committee member) |
Floto, Jennifer Wang, Jian (Jay) |
| Abstract | This paper discusses Lenovo’s acquisition of IBM’s personal computer division in 2005 as a case in point to explore issues involved in China’ investment in the United States, particularly its public relations implications. It is demonstrated that media coverage underscored the complications and tensions in these supposedly free market activities. This paper presents the manifestation of controversial issues such as state-ownership of businesses, national security, and economic protectionism, as Chinese enterprises invest in the United States through mergers and acquisitions. It provides an account of Lenovo’s communication strategies and gives suggestions to better manage corporate reputation and brand images for Chinese companies that are seeking overseas investment. |
| Keyword | Lenovo; IBM; China; United States; foreign direct investment (FDI); mergers and acquisition (M&A); public relations (PR) |
| Geographic subject (country) | China; USA |
| Coverage date | 2005/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3902 |
| Contributing entity | University of Southern California |
| Rights | Liang, Shuyan |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Liang-4567 |
| Archival file | uscthesesreloadpub_Volume32/etd-Liang-4567.pdf |
Description
| Title | Page 25 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 18 Legend, ” said Jonathan Kotler, a trial and appellate attorney and professor of journalism at the USC Annenberg School for Communication & Journalism. “Legend sounds like a bad stage name, but I have no problem putting Lenovo together with other reliable tech brands like Sony or Panasonic,” he said. Retaining “ThinkPad,” a well established, world-renowned name, was a strategic move on Lenovo’s part. Deepka Advani, Lenovo’s senior vice president and director of marketing said, “there will be no doubt that ThinkPad is made by Lenovo, just like iPod is made by Apple.” Lenovo’s strategy is to link its name with the better-known products (ThinkPads and ThinkCenters), until they become synonymous in the customer’s mind. This strategy should help Lenovo gain recognition. “The way the deal is structured, with IBM retaining a stake and putting its brand name on the line, will help them do that,” said Oded Shenkar, professor of international business at Ohio State University and author of The Chinese Century.28 Consequently, it is critical to retain legacy—brand identity, local capabilities and people. But how? 2.5 Branding Communication A newspaper advertisement that Lenovo initiated in early May 2005 shows a man sitting in the shovel of a backhoe, working on a laptop computer. “How do you build new technology?” it says. “Start by building a new technology 28 See Note 2. |
