Lenovo Brand Integration of failure.docVIP

 PAGE \* MERGEFORMAT 4 Lenovo Brand Integration of failure Lenovo began to abandon the IBM brand, and this is undoubtedly a very clever, because in another two years, can no longer use the Lenovo brand in IBM. The Lenovo taking over IBM-THINKPAD brand equity in a chain of actions, and very wise: 1, retains the sub-brand THINKPAD, and upgrade the main brands; 2, retained the IBM-THINKPAD consistent look and feel styles, people feel, or the quality of IBM; 3, THINKPAD of the logo design, very cleverly put the mouse on the Little Red Riding Hood into the ‘I’, on the brand’s visual assets effectively grafted to the new brands. However, the Lenovo brand in the integration process is also a big shortfall. THINKPAD laptop bottom right corner of the screen marked the beginning of the Lenovo LOGG’LENOVO ‘. This seems a bit obsessed by. THINKPAD laptop computer’s personality is ‘performance, super-stable, authoritative, wise choice for sophisticated business elite’, a lot of business people to buy ITHINKPAD the one hand, because of stable performance, data security, on the other hand also because carrying it is a sense of pride and glory. When we all know that this is a brand Lenovo, this sense of pride will suffer dramatically. Such side effects, a short time will not be obvious, but over time will definitely hurt the brand foundation. In fact, there are several grades of the same enterprise’s quite different brand, they generally adopted a strategy of mutually unrelated, that is, not take the initiative to let consumers know which is the same brand of brothers. Such as Volkswagen and Toyota, on the wisdom of more, and they never take the initiative to inform the Audi and Lexus is its own brand, or the general public and Toyota’s low-end brands Audi and Lexus would be detrimental to high-end image. THINKPAD a series of portable computers is even more marketing and advertising strategies is striking: THINKPAD, starting 5999 yuan of laptop computers, Lenovo’s stor