????中國(guó)公司如何在本國(guó)消費(fèi)者眼中塑造大牌的形象？聯(lián)想（Lenovo）給出的答案是少一點(diǎn)中國(guó)味。

????聯(lián)想將于今秋晚些時(shí)候進(jìn)行一輪推廣活動(dòng)，它引入了一個(gè)英文口號(hào)：“Lenovo: For those who do”（聯(lián)想：為了行動(dòng)派）。去年時(shí)，聯(lián)想也在北美等地進(jìn)行過(guò)類(lèi)似的營(yíng)銷(xiāo)。這個(gè)多渠道的宣傳攻勢(shì)結(jié)合了電視、網(wǎng)絡(luò)和平面廣告，主要由總部位于紐約的廣告代理商盛世公司（Saatchi and Saatchi）設(shè)計(jì)，成本預(yù)計(jì)為1億美元。

????聯(lián)想在國(guó)內(nèi)市場(chǎng)的營(yíng)銷(xiāo)攻勢(shì)目前仍處于早期規(guī)劃階段，但公司首席營(yíng)銷(xiāo)官大衛(wèi)?羅曼向《財(cái)富》雜志（Fortune）透露，推廣活動(dòng)將同樣令人興奮。不過(guò)這些新廣告將由一家中國(guó)廣告公司設(shè)計(jì)。

????聯(lián)想希望改變多年來(lái)的形象，首席營(yíng)銷(xiāo)官大衛(wèi)?羅曼承認(rèn)聯(lián)想公司的形象有些老派。聯(lián)想可能是中國(guó)最大的個(gè)人電腦制造商，但羅曼認(rèn)為該品牌與一個(gè)成功但在老化的產(chǎn)品類(lèi)別綁在了一起。羅曼坦承：“為了在智能手機(jī)和平板電腦領(lǐng)域獲得成功，我們還必須使聯(lián)想在這些領(lǐng)域變得更酷、更新潮。”

????羅曼可謂一語(yǔ)中的。去年底，調(diào)研機(jī)構(gòu)高德納（Gartner）對(duì)北京18到55歲的高收入群體進(jìn)行了抽樣調(diào)查。結(jié)果顯示，相比于國(guó)內(nèi)品牌，國(guó)際品牌在吸引力上具有壓倒性?xún)?yōu)勢(shì)。“我不喜歡國(guó)內(nèi)品牌，我喜歡蘋(píng)果（Apple），”高德納分析師北川美佳子引用當(dāng)時(shí)一位參與者的話說(shuō)。雖然聯(lián)想在中國(guó)赫赫有名，但蘋(píng)果和寶馬（BMW）等更出名的國(guó)際品牌仍被中國(guó)人視為身份與地位的象征。

????Forrester研究公司分析師薩拉?羅特曼?艾普斯表示，一個(gè)成功的國(guó)際品牌，其標(biāo)準(zhǔn)之一是確保在不同市場(chǎng)使用同樣的品牌名。所以，雖然很多產(chǎn)品的營(yíng)銷(xiāo)手冊(cè)經(jīng)常是用當(dāng)?shù)卣Z(yǔ)言編寫(xiě)的，但其品牌和產(chǎn)品名稱(chēng)往往仍是英文。例如索尼（Sony）及其PlayStation 3游戲機(jī)，還有三星（Samsung）及其智能手機(jī)系列。現(xiàn)在，聯(lián)想正在朝這方面不懈努力。

????聯(lián)想新的市場(chǎng)策略能否在中國(guó)奏效仍然是個(gè)未知數(shù)。分析師向《財(cái)富》表示，在中國(guó)這個(gè)品牌認(rèn)同已根深蒂固的國(guó)家，重塑品牌的難度很大。它不比在美國(guó)，因?yàn)槊绹?guó)人的品牌認(rèn)同感要小得多。而作為一家中國(guó)公司，想塑造具有國(guó)際認(rèn)知力的品牌可謂難上加難。不過(guò)，羅曼說(shuō)：“我們希望聯(lián)想能成為第一批走向世界的中國(guó)公司。”

????譯者：項(xiàng)航

????How does a Chinese company make itself cool to locals? For Lenovo, the answer is to appear less Chinese.

????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 $100 million.

????While Lenovo's Chinese marketing campaign is still in the early planning stages, CMO David Roman tells Fortune to expect a campaign in the same adrenaline-pumping vein. But these new ads will be designed by a Chinese agency instead.

????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.

????He may have a point. Late last year, when Gartner Research held a focus group among high-income individuals in Beijing between the ages of 18 and 55, the overwhelming consensus was that international brands were more appealing than domestic ones. "I don't want this domestic brand. I want Apple," Mikako Kitagawa, a Gartner Research analyst, recalls participants saying. Although Lenovo has a strong reputation and is widely respected in China, stronger global brands like Apple (AAPL) and BMW are viewed as status symbols there.

????Part of owning a successful global brand often involves having one voice with which you speak to the customer, says Sarah Rotman Epps, a Forrester Research analyst. The fine print on marketing materials will often be in that country's native language, but the brand and product name remains in English. Case in point: Sony (SNE) and its PlayStation 3 video game console or Samsung and its smartphone ecosystem. In that respect, Lenovo is playing catch-up.

????Whether the company's new marketing efforts pay off in its native country remains to be seen. Analysts Fortune spoke to agree that casting a company in a different light is much harder to do in a market like China where it already has a strong brand perception as opposed to the U.S., where it's much lesser known. Being a Chinese company aiming for widespread global recognition represents an even bigger challenge, although it's certainly one the company recognizes. Says Roman: "We hope Lenovo will be the first of a number of brands to emerge."