Later this fall it is unleashing a campaign that imports the same English slogan -- "Lenovo: For those who do" - from a similar global campaign it rolled out to regions like North America last year. That multi-channel effort, a combination of action-heavy TV, Web, and print advertising, was designed largely by the New York-based ad agency Saatchi and Saatchi and cost an estimated $100m.

Lenovo wants to revamp its tired image, which CMO David Roman admits is somewhat avuncular. It may be the largest PC maker in China, but it is a brand he admits remains tied to a successful, if aging, device category. "In order to be successful in smartphones and tablets, we also have to make Lenovo cooler and hipper in these spaces," Roman admits.

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Keywords: value chain, brand image and protection, Lenovo reinvents brand image