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April 12, 2006

Why the Lenovo Brand Name is as Familiar as the ThinkPad Brand

LenovoIn a recent blog post on , I mentioned how China's 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 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:

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Posted by William Lozito at April 12, 2006 1:37 PM
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1 Comment

Lenovo as a name is quite fuzzy, which might help establish the brand. Cf. Corolla and all the other "neolatin" car brands

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