Case study Lenovo (Critically evaluate Lenovo's Branding Strategy) Essay

Case study Lenovo (Critically evaluate Lenovo's Branding Strategy) - Essay Example Lenovo displayed creative and innovative thinking by adopting a dual-brand approach in the initial stages when it bought out IBM's manufacturing business. It adopted a synergy approach to branding Lenovo in the world markets. Its operations at China were far more cost effective than other companies and its efficient use of resources and prudent handling of its brand equity shows that Lenovo displayed a mix of innovation and efficiency. Lenovo would definitely use the ThinkPad brand to build its own brand. ThinkPad is a premium category model which exudes style, efficiency and excellent quality. It shows that the owner is progressive and very techno savvy and will not settle for anything les than the best product. Lenovo is a Chinese brand and China is very much associated to cheaper and affordable products rather than expensive, quality products. Lenovo would need the ThinkPad brand to erase this conception from its own Lenovo brand. It would affect the ThinkPad brand to an extent but once Lenovo starts proving that the machines are as reliable and efficient as they were previously the trend would definitely change. Lenovo would not be looking at using the IBM logo in the long run, reports from China already show that Lenovo is asking customers their preference on affixing the IBM logo on the ThinkPads i.e.