08-09-2006 17:30
Coca Cola, Addidas, Samsung all these global brands have improved their brand image by sponsoring the Olympics.
Chinese sponsors aren't losing out either. Deng Wei takes a lot at how they're polishing their brands, 2 years ahead of the 2008 Olympics in Beijing.
Lenovo is launching a brand-new range of PCs with the Olympic theme. The new look PC has been approved by the Beijing Organizing Committee of the Olympic Games, or BOCOG. It becomes the first PC range dedicated to the 2008 Olympics.
Lenovo is also planning to launch a series of promotional activities, centered around the theme of "2008 Beijing Olympics". The campaign will stretch to over 200 countries.
It was just two years ago when Lenovo took the giant stride to expand overseas.
Lenovo vice president Li Lan said:"At the end of 2004, we integrated IBM's global personal computer business. It's a huge unit running businesses in 66 countries, and marketing in more than 160 countries. "
However, Lenovo had the challenge of motivating thousands of employees in IBM to contribute to a Chinese brand, which was little known outside of its home market.
The Olympic branding strategy then played a critical role in the process.
Lenovo vice president Li Lan said:"When IBM employees heard that Lenovo is one of global co-operative institutions with the International Olympic Committee, they were excited and wanted to contribute. That helped strengthen the integration of the two companies' cultures."
Sponsoring the Olympics not only helps Lenovo with its go global strategy; it also provides precious opportunity to learn from and co-operate with lots of global brands.
Lenovo vice president Li Lan said:"The International Olympic Committee has a club for its co-operative groups, named Top Family. Every month it will hold forums for members, such as Coca Cola and McDonald's. There, we share experience on how to promote themselves and get return from the Olympics."
Besides Lenovo, BOCOG's Sponsor Plan has also chosen about 20 Chinese enterprises to be its co-operative fellows, sponsors and exclusive providers. The Bank of China, China Mobile are among them. The two are also reaping investment rewards thanks to the attraction of the Olympics.
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Source: CCTV.com
