The Rebranding of Lenovo After Its Acquisition of Thinkpad

The Re branding of Lenovo after Its Acquisition of ThinkPad Chinese company Lenovo, baseed in Beijing in 1984 and incorporated in Hong Kong in 1988, has gone finished rebranding after its 2005 acquirement of the ThinkPad PC business from U. S. firm IBM. 1 Since then, Lenovo has risen to make out the top PC maker alongside Hewlett-Packard, and analysts point to its ThinkPad products as a major factor behind its success. Lenovos acquisition of IBMs personal computer subdivision accelerated access to foreign food markets while improving both its branding and technology.Before 2005, Lenovo lacked international recognition, attention to user and user experience outside China. The acquisition of the ThinkPad not only helped Lenovo promote brand image, but also helped it strain the awareness in overseas markets. In order to extend the market and compete against its competitors Lenovo has pursued innovative new PC designs such as its popular IdeaPad Yoga products, ThinkPad Helix, and T hinkPad Twist. Lenovo has achieved significant success with this high-value strategy and it now controls more than 40% of the market for Windows computers priced above $900 in the United States. 2 Keeping the original discern ThinkPad, Lenovo puts its brand identity in front of it. The brand value of ThinkPad has been successfully kept after being acquired by Lenovo. Shipments of Think-branded computers have doubled since Lenovos coup of the brand, with in operation(p) margins thought to be above 5%. 2 Lenovo has aggressively spread out the ThinkPad brand away from traditional laptop computers in favor of tablets and crossbreed devices such as ThinkPad Helix and the ThinkPad Twist. Lenovo ThinkPadThinkPad line has filled up the dummy of high-end products, completing the whole product lines of Lenovo. Now, Lenovo offers a multiplicity of product lines, and successfully seizing both high-end and scurvy-end market. ThinkPad products are aimed at producing enterprise machines and high-end consumer products and positioned to compete with orchard apple tree in the high-end market. While, other product lines, such as IdeaPad and Essential, are nidus on mid- and low-range products, competing with HP, Deal as well as other mid-and low range price PC producers.To improve its brand awareness in the international retail market, Lenovo has invested heavily in media and promotion. Lenovo hoped to establish a worldwide brand image of cool and innovative, rather than a synonym for cheap. Lenovo has purchased the advertizing space during Super Bowl and a popular TV order Glee. One ad shows a Lenovo notebook open its stand out after being thrown out of an airplane, which displays the Quick Launch singularity of the Lenovo notebook. In the lobby of the Lenovo U. S. building, the tagline For those who do can be easily found everywhere.Lenovo was also cleverly advertised in a Hollywood film Transformers Dark of the Moon. In the movie, a computer transforms into a robo t garter of the hero, Shia Labeouf and the name of the computer company is there for all to see Lenovo. Chinese enterprises are looking for better opportunities to promote brands globally, and Hollywood is a beneficial platform, said Liu Siru, head of the advertising company Filmworks China Entertainment Marketing, which is operating in the US movie hub3. References 1 Company history of Lenovo on their formalized website, http//www. enovo. com/lenovo/us/en/history. html 2 From guard shack to global teras Chinese industry From guard shack to global giant Chinese industry. The Economist. January 12, 2013. Retrieved February 5, 2013. 3 Chen Jia Remake, Remodel and Rebrand Chinese firms need to raise their granulose to gain international recognition, October 2, 2011. 4 Craig Stephen ( dreadful 20, 2012), Chinas Lenovo may be one-off success,MarketWatch, August 20, 2012. 5 Face value Legend in the making. The Economist, February 6, 2013.