The Chinese computer producer and IT solution provider, Lenovo, recently signed an agreement with Shanghai World Expo 2010 Bureau outlining their senior sponsorship of computing equipment and operation systems. Lenovo will provide about 10,000 pieces of computing hardware, including servers, notebooks, desktops, printers and peripherals for the event. After sponsoring the Beijing Olympics last year, Lenovo again seized the opportunity to build their brand both in China and internationally.
 
In China, many consumers have already labeled “Made in China” IT products as low-quality, and may prefer Japanese and American brands such as HP and Sony. However, by sponsoring an international event such as Expo 2010, Lenovo can reposition their brand in the mind of consumers and enhance perceptions surrounding quality. If they see Lenovo technology being used to host an internationally prestigious event such as Expo 2010, it communicates to domestic customers that Lenovo brand is on the path to winning worldwide trust.

At the same time, Lenovo also strives to improve their brand reputation and market share in the international market. Shanghai World Expo 2010 expects to receive 70 million visitors from both within China and abroad, so it is a good opportunity for Lenovo to demonstrate their expertise to a global audience.

All in all, sponsorship of the Shanghai 2010 World Expo should be an effective way for Lenovo to build their brand equity, providing they don’t experience any technical difficulties during the event.