By a News Reporter-Staff News Editor at China Weekly News -- On August 11, 2013, the first "Meet Kobe" event for the Lenovo smartphone users club, themed "Challenge Bryant, Let Dreams Happen" was held in Beijing. Lenovo smartphone ambassador Kobe Bryant and Senior Vice President of Lenovo Group and President of Lenovo Business Group Liu Jun attended the event. As the closing event for "Kobe Travels China," Lenovo used the "Meet Kobe" event series to launch its strongest brand campaign of the year, aligning itself with Kobe Bryant to enhance its brand image and accelerate its push toward leading the PC+ Era.
Aligning itself with Kobe Bryant: The Lenovo brand accelerates its transformation towards a younger, consumption-based image
Liu announced at the media conference, "All along, Lenovo smartphones have upheld a brand connotation of "people-oriented innovation, superior value, and global intelligence." Similarly, Kobe Bryant has found popularity among youth worldwide through his image of "charismatic leadership, courage to strive to be the best, and constant transcendence of ego." Its alliance with Kobe Bryant will help Lenovo smartphones shift its mature, sober brand image toward a symbol of youth and consumption. The alliance with Kobe Bryant is an important measure in deepening Lenovo's internationalization strategy and helping Lenovo become the leading brand of the PC+ Era."
Bryant became an official ambassador for Lenovo smartphones in China and Southeast Asia in early 2013. Bryant was present at the event to the pleasant surprise of the audience. Bryant mentioned in his speech that he is honored to have become ambassador for Lenovo smartphones, and that after a period of in-depth cooperation he is further convinced that Lenovo is an especially outstanding international brand. He went on to describe his experience using Lenovo products as very cool and explain that he is especially pleased that his cooperation with Lenovo gives him the opportunity to expand and deepen his direct contact and communication with the young people of China. In the future, he says, he will do his best to help Lenovo spread its brand spirit, and hopes that Lenovo will become an outstanding world-class brand.
Branding upgrade: Lenovo smartphone users club attracts youth markets