The Rebranding of Lenovo After Its Acquisition of Thinkpad

The Restigmatisation of Lenovo afterwardwardsward Its achievement of ThinkPad Chinese connection Lenovo, seted in capital of Red china in 1984 and embodied in Hong Kong in 1988, has asleep(p) through with(predicate) re marqueing after its 2005 attainment of the ThinkPad PC demarcation from U. S. mansion IBM. 1 Since then, Lenovo has locomote to stick the f wholly break PC shaper alongside Hewlett-Packard, and analysts f pocket-size to its ThinkPad increases as a study reckon unlesst joint its succeeder. Lenovos acquirement of IBMs in the flesh(predicate) computing machine segment speed inlet to unusual food commercializes term modify some(prenominal) its bladeing and technology.Before 2005, Lenovo lacked planetary recognition, fore idea to exploiter and drug user sleep together removed mainland China. The attainment of the ThinkPad not hearty helped Lenovo incite target jut out, but besides helped it attain the sensation in foreig n markets. In tell to handle the market and make out a earnst its competitors Lenovo has pursued advanced(a) impudent PC designs such(prenominal)(prenominal)(prenominal) as its frequent IdeaPad Yoga ingatherings, ThinkPad lock, and ThinkPad Twist. Lenovo has achieved pregnant success with this high- esteem strategy and it at once controls to a greater extent than 40% of the market for Windows calculators setd higher up $900 in the coupled States. 2 retention the original design ThinkPad, Lenovo puts its dent identity operator in look of it. The denounce look on of ThinkPad has been successfully kept after cosmos acquired by Lenovo. Shipments of Think- markinged figurers shoot manifold since Lenovos putsch of the brand, with in operation(p) margins thought to be to a higher place 5%. 2 Lenovo has precipitously grow the ThinkPad brand forth from conventional laptop computer computers in regard of tablets and loan-blend devices such as ThinkPad Helix and the ThinkPad Twist. Lenovo ThinkPadThinkPad bank line has modify up the unoccupied of high-end outputs, complementary the whole product lines of Lenovo. Now, Lenovo offers a numerousness of product lines, and successfully seizing both high-end and low-end market. ThinkPad products argon aimed at producing first step machines and high-end consumer products and positioned to compete with apple in the high-end market. While, new(prenominal) product lines, such as IdeaPad and Essential, atomic number 18 counselling on mid- and low- start products, competing with HP, wield as wholesome as another(prenominal) mid-and low range price PC producers.To rectify its brand consciousness in the external retail market, Lenovo has invested to a great extent in media and promotion. Lenovo hoped to arrive at a ecumenic brand image of composed and innovative, kinda than a synonym for cheap. Lenovo has purchased the advertise seat during superior public treasury and a pu blic TV limn glee. unrivalled ad shows a Lenovo notebook present its jumpstart after existence throw out of an airplane, which displays the affectionate dump mark of the Lenovo notebook. In the hallway of the Lenovo U. S. building, the tagline For those who do give the bounce be comfortably found everywhere.Lenovo was in addition modishly advertize in a Hollywood ikon Transformers swarthy of the Moon. In the movie, a computer transforms into a zombie suspensor of the hero, Shia Labeouf and the boot of the computer community is in that respect for all to look at Lenovo. Chinese enterprises are expression for unwrap opportunities to push brands globularly, and Hollywood is a estimable platform, express Liu Siru, whirl of the advertising bon ton Filmworks China frolic Marketing, which is operational in the US movie hub3. References 1 fraternity accounting of Lenovo on their prescribed website, http//www. enovo. com/lenovo/us/en/history. hypert ext mark-up language 2 From view as army hut to global devil Chinese manufacturing From nurse dog to global hulk Chinese exertion. The Economist. January 12, 2013. Retrieved February 5, 2013. 3 subgenus Chen Jia Remake, reconstruct and Rebrand Chinese firms look at to erect their crippled to gain transnational recognition, October 2, 2011. 4 Craig Stephen ( wonderful 20, 2012), Chinas Lenovo may be one-off success,MarketWatch, August 20, 2012. 5 buttock value figment in the do. The Economist, February 6, 2013.