The Rebranding of Lenovo After Its Acquisition of Thinkpad

Topics: ThinkPad, Personal computer, Brand Pages: 3 (632 words) Published: March 31, 2013
The Rebranding of Lenovo after Its Acquisition of ThinkPad

Chinese company Lenovo, founded in Beijing in 1984 and incorporated in Hong Kong in 1988, has gone through rebranding after its 2005 acquisition of the ThinkPad PC business from U.S. firm IBM.[1] Since then, Lenovo has risen to become the top PC maker alongside Hewlett-Packard, and analysts point to its ThinkPad products as a major factor behind its success. Lenovo's acquisition of IBM's personal computer division accelerated access to foreign 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 build 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 ThinkPad 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 name 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 Lenovo's takeover of the brand, with operating margins thought to be above 5%.[2] Lenovo has aggressively expanded the ThinkPad brand away from traditional laptop computers in favor of tablets and hybrid devices such as ThinkPad Helix and the ThinkPad Twist.

Lenovo ThinkPad

ThinkPad line has filled up the blank 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 low-end market. ThinkPad products are aimed at producing enterprise machines and high-end...
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