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for Lenovo’s superior brand reputation to support customers’ expectations of brand utilisation, which inherited from IBM’s quality. Reputation in high-end quality allows customers to less expose to risks.

Brand relationship 品牌关系

Iconic brand shapes relationship perceptions (Holt, 2002). Studies on economic sociology indicate that a significant product value is perceived future contingencies (Holt, 2002). Holt (2003, p.44) argues that “a successful icon brand must depend on intimate and credible relationship with a rebel world”. Reflecting on Lenovo’s brand strategy, a core position is to focus on ‘localisation and on the consumer market’ (Quelch & Knoop, 2006). Lenovo’s strategy has two priorities, manufacturing and distribution channel. Relying on establish national distribution network, Lenovo always stays close with end users and offers localised solutions, software and user assistance. Hence, brand is supposed to be trusted as long-term partner for customers to always satisfy their needs and wants (Holt, 2004). As well, Lenovo employed consultants to immediately solve customers’ IT failure, which plays a crucial part of Lenovo’s brand relationship. Brand relationship is a weapon to raise users’ brand awareness and brand loyalty (Aaker, 2002). In this view, a focus on localisation user experiences and Lenovo’s consultants reinforce the power of brand relationship, which make Lenovo as an iconic brand.

Compelling brand experiences 强烈的品牌体验

Brand experience, in a psychological view, refers to particular customers’ internal responses, cognitions, and behavioural responses when searching, shopping and consuming a product or a brand (Brakus, et al, 2009). Consumers seek for their user experience, and endow brands with human characteristics, so-called brand personality (Aaker, 1997; Brakus, et al, 2009). Such experiences are multi-dimensional relating to hedonic goals, for example, feelings, fantasies or fun, in response to brand’s stimuli (Holbrook & Hirschman, 1982). Brakus et al (2009) summarise that brand experiences are attributed to several aspects, including product experiences, shopping and service experience, and consumption experiences.

Exactly, Lenovo tries the best to improve user experiences in designs of laptops, after-sale services, and new retail stores. For example, IdeaPad Y510P budget-friendly, IdeaCentre Horizon 27 is innovative, and Lenovo’s keyboard continues to lead gold standards (Laptop, 2014). IdeaPad implants an impression of fun and colourful into customers’ mind. Lenovo’s OASIS 2.0 platform offers excellent customised user experiences by simplifying, organising and making navigating the PC easier, to personalise the user experience (DDNI, 2009). In service support, Lenovo has strategy of ‘a focus on customer’ to eliminate future contingencies of brand. In 2005, the PC Magazine ranked Lenovo’s tech support and repairs as the highest (Lenovo, 2005). Award-winning Warranty Service and Support is working for prolong full lifecycle of users’ computers (Lenovo, 2012). Lenovo’s retail experience stores use red as strong brand colour to deliver a modern and sophisticated look, and interactive kiosks reinforce shopping experiences (Bulik, 2012).

Focusing on these aspects, Lenovo’s brand is efficiency, fun and innovative. Hollis (2011) explains that iconic brand is not because heavy investment in budget, but also the power o