The Rebranding of Lenovo After Its Acquisition of Thinkpad

The Re instigatoring of Lenovo after Its achievement of ThinkPad Chinese union Lenovo, prepareed in capital of Red China in 1984 and incorporated in Hong Kong in 1988, has gone through rebranding after its 2005 accomplishment of the ThinkPad PC business from U. S. firm IBM. 1 Since then, Lenovo has travel to become the top PC manufacturing business alongside Hewlett-Packard, and analysts point to its ThinkPad harvestings as a major factor behind its success. Lenovos acquirement of IBMs personal reckoner division deepen access to foreign markets while up both its branding and technology.Before 2005, Lenovo lacked international recognition, anxiety to user and user experience out of doors China. The acquisition of the ThinkPad not only helped Lenovo supercharge brand image, but also helped it reach the awareness in overseas markets. In order to extend the market and repugn a handst its competitors Lenovo has pursued innovative new PC designs such as its popular IdeaPad Yog a products, ThinkPad Helix, and ThinkPad Twist. Lenovo has achieved probative success with this high- think of strategy and it now controls more(prenominal) than 40% of the market for Windows computers priced above $900 in the United States. 2 Keeping the original make ThinkPad, Lenovo puts its brand identity in battlefront of it. The brand value of ThinkPad has been successfully unbroken after be acquired by Lenovo. Shipments of Think-branded computers prevail doubled since Lenovos takeover of the brand, with operating margins persuasion to be above 5%. 2 Lenovo has precipitously expanded the ThinkPad brand away from handed-down laptop computers in favor of tablets and intercrossed devices such as ThinkPad Helix and the ThinkPad Twist. Lenovo ThinkPadThinkPad describe has filled up the blank of high-end products, finish the whole product lines of Lenovo. Now, Lenovo offers a numerousness of product lines, and successfully seizing both high-end and low-end market. Thin kPad products are aimed at producing enterprise machines and high-end consumer products and positioned to compete with Apple in the high-end market. While, other product lines, such as IdeaPad and Essential, are focussing on mid- and low- put products, competing with HP, Deal as wellhead 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 unruffled and innovative, rather than a synonym for cheap. Lenovo has purchased the announce space during Super Bowl and a popular TV show hilarity. One ad shows a Lenovo notebook computer open its parachute after being thrown out of an airplane, which displays the Quick dismiss feature 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 movie Transformer s muddy of the Moon. In the movie, a computer transforms into a robot friend of the hero, Shia Labeouf and the name of the computer company is there for all to chaffer Lenovo. Chinese enterprises are looking for transgress opportunities to promote brands world(a)ly, and Hollywood is a peachy 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 official website, http//www. enovo. com/lenovo/us/en/history. html 2 From throw shack to global giant 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 game to gain international recognition, October 2, 2011. 4 Craig Stephen (August 20, 2012), Chinas Lenovo whitethorn be one-off success,MarketWatch, August 20, 2012. 5 Face value Legend in the making. The E conomist, February 6, 2013.