Lenovo: Building A Global Brand

In the same year, Compaq launched Intel's new, more powerful 80386-class microprocessor-based PC, put IBM on the market and Michael Dell began building IBM-compatible computers in his college dorm It was. Its mission is to commercialize laboratory research and use that revenue for further computer science research. Lenovo's original original product was a 1987 legendary kanji card and translated the English operating system into Chinese.

In China, customers accept Lenovo's computer (Lenovo's Chinese brand) as a high-end computer, and Lenovo must strengthen its view on its global brand. Corporate branding and positioning strategy is defined by its global marketing team using a "synergy approach" to create its global brand. Thinkpad is a well-known and reliable high-end notebook used as a sub-brand to provide its key brands and personality to Lenovo. Three steps of this strategy take 1) providing Thinkpad advertisements from March 2005 to September 2005, notifying Lenovo's commitment to the Thinkpad brand 2) New Improvements to Ensure Lenovo Thinkpad Introduction of Thinkpad Ability to understand and improve the value of innovation 3) Emphasize Lenovo's skill level on brand's innovative DNA. This strategy is aimed at transforming Lenovo into an innovative brand with ThinkPad such as IBM and HP as the world's top PC brand.

This survey focuses on Lenovo's analysis and discussion, creative brand series, and IBM ThinkPad brand's brand integration. This is an essential process for Lenovo to implement global brand strategy. Lenovo and IBM promoted entry into the international domain of the Lenovo brand in the early stages of the co-brand promotion strategy of ThinkPad products. However, at the same time, Lenovo needs to ensure its own brand identity and fairness. This will reduce losses due to the termination of IBM's and Lenovo's deal. Effective positioning / repositioning of the brand strategy should highlight the consistent process to enhance brand awareness. At the moment, Lenovo has taken slower or inappropriate actions that require improvement and change. Cutting to maximize brand equity is the best solution to avoid inconsistencies between the two unique brand logos, ThinkPad and Lenovo, and its sub-brand idea map / idea center