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April 12, 2006
Why the Lenovo Brand Name is as Familiar as the ThinkPad Brand
In a recent blog post on Asian laptop brand names, I mentioned how China's Lenovo sounded strange at first, but its multi-million dollar media effort is quickly making the name as common as ThinkPad.
Now I know why I have so quickly embraced Lenovo's brand name. The New York Times is reporting that, while Lenovo had the right to continue to use the IBM name for five years, they have quickly moved to remove it completely from their advertising (the IBM logo still appears on the laptop itself) and put all of their efforts into expanding the market's awareness of the Lenovo brand name.
The Times article indicates that there is a pretty wide range of opinions regarding this strategy.
For additional coverage of this story, have a look at:
- Ars Technica: Lenovo Looking to Become a Household Name
- ConsumerAffairs: Lenovo Sheds its IBM Skin
- And Gizmodo reports that another part of Lenovo's strategy is to make its products easily accessible to the general public: Lenovo Gets Retaily at Best Buy
Technorati Tags: Lenovo, IBM, ThinkPad, Laptop, Computer
Posted by William Lozito at April 12, 2006 1:37 PM
Posted to Brand Naming
| Branding
| Consumer Electronics
| Marketing
| Product Naming
| Technology
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Lenovo as a name is quite fuzzy, which might help establish the brand. Cf. Corolla and all the other "neolatin" car brands