Lenovo IdeaPad: dual brand and a challenge

Keywords: Lenovo's new IdeaPad, Lenovo's new IdeaPad brand brand brand brand association double double

Yesterday, sources told the world brand laboratory "that Lenovo will enable new IdeaPad brand overseas, moving into the consumer and small and medium-sized enterprises (market share!) PC market. In IBM's official website, reporter discovered the Lenovo IdeaPad named to two paragraphs of the notebook product — Y510 and T410. The source said, according to the principle, Think of the name to associate with the desktop as the IdeaCenter overseas. To this end, the Association of greater China, officials said, there is currently no message can be declared, you need to confirm to the headquarters. Lenovo's acquisition of Europe's fourth largest PC manufacturer Packard Bell fails, marching into overseas consumer PC market has become an important increase performance. Not long ago, Lenovo Group Chairman Yang yuanqing to this reporter said at the beginning of 2008 will be marching into overseas markets, and PC has been invited back to "learn" a one-year assignment, Lenovo PC business primarily responsible, Senior Vice President of one of the leading consumer business Liu Jun, Lenovo, after several years of practice launched a Think naming convention similar to sub brand, will easily be consumer acceptance, to accelerate the pace of the entry. Well-informed person that the Lenovo Group has recently set up in internal Idea Center, an independent operating its consumer PC business. The newly-established Idea Center and Think Center peer and enjoy completely independent of the operating rights.

This suggests that Lenovo overseas dual-brand strategy. From Lenovo's acquisition of IBM's PC business, Lenovo has basically completed in overseas markets, especially the United States market survive infancy. However, Lenovo's internationalization has not achieved the expected results for ThinkPad this transitional brand, Lenovo just barely maintain its high-end brand image, and failed to go one step further, greater market support.

It is precisely because of the ThinkPad brand in overseas markets barely satisfactory, Lenovo will think dual brand this chess. In the domestic consumer market, Lenovo notebook brand is relatively clear, precise positioning, market performance is good. And in the overseas market, Lenovo notebook products are always free to mainstream consumer groups, could not obtain sufficient support. Rely on ThinkPad is only available in high-end business market share gain some. Especially since this year, HP success beyond Dell to become global PC industry leader, and Acer also is a hot pursuit. Recently, Acer has taken over sponsorship of the Olympic Games, Lenovo make up TOP, is Lenovo's active withdrawal or Acer vehemence pressing? which has a clue.

Brand's value lies in its market leadership, brand appeal and industry influence. It can be said that the Lenovo brand in the domestic market is still a strong brands, but in the international market, its impact is relatively limited. In many countries and regions, people only know a ThinkPad, Lenovo this name. Especially in the economic context of globalization, if no one has the effect of the world, the core technology of the brand, to stand by, is very difficult, let alone reach the company's value.

It can be said that the implementation of the dual-brand strategy is the Association to enter the international market. Lenovo to ultimately achieve its goal of international famous brand, brand-is an important choice and means to contribute to new Lenovo business and brand integration.

For these reasons, the Lenovo IdeaPad brand was launched, to around customer segmentation, product positioning, in overseas markets and consumer markets make a difference, there is greater. While overseas back Liu Jun trader IdeaPad brand business also increased awareness of IdeaPad brand expectations.

However, regardless of the Lenovo IdeaPad strategy on how many chances of winning, overseas trip will be full of twists and turns and challenges. As a brand of cast, not a day. From the earliest Lengend Lenovo, Lenovo to make up by legend to innovation, brand name change did not enable Lenovo achievements more brilliant, but that it is changing the brand itself.

On the other hand, some international well-known brand, their growing path to enlightenment, a brand of cast need long-term cultivation and temper. Take Sony, and Toyota, the two brands, however, they went through half a century of baptism and tireless efforts after the brilliant achievement today. In contrast, Lenovo is through over 20 years, the internationalization process is just beginning, the road is still very far away. For going out from the Chinese market, its internationalization of Lenovo trip as if riding a boat, great difficulty.

It is precisely for this reason, the Lenovo in just two decades frequently replace the brand image, the author has heart careful consideration. Also prefer Lenovo in brand positioning, spend more time with the cast. Double brand, is Lenovo's new opportunities, but also new challenges, is another barrier on internationalization. I hope that tomorrow for IdeaPad, Lenovo will not get rich quick, expect overnight, but should be taken to cope with risks of fully prepared.