Lenovo’s Branding Strategy, Innovations, ThinkPad

Lenovo’s Branding Strategy
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Institutional Affiliation
Lenovo’s Branding Strategy
Question 1
Lenovo’s point of differentiation was the establishment of “Lenovo care.” The approach focuses the company on the product and reducing its worry on the amount of computing involved. The services allow the company to provide high number services that are specific to the consumer demand and product type. The customers are allowed to choose the options that suit them best. For example, their company has adopted the Lenovo Services for Warranty and Maintenance Options (WSU) and the Accidental Damage Protection Services, which are provided during the purchase of their upgraded products. These are two innovative techniques the company has adopted to improve the efficiency of customer care services
Question 2
Lenovo will not use ThinkPad to build its brand. It is a costly mistake since most of their customers have already identified with the ThinkPad. The company may lose a lot of clients. ThinkPad has been its brand for a long time, and so many customers have got attached to it. Customers tend to stick to the old brand due to the confidence they have gained after using their products for a long time. Most may not have the opportunity to learn about the new brand and the new features it will introduce like the keyboard and the feature list that the company provides during purchase. Consequently, ThinkPad franchise will suffer a significant blow due to the reduction in its total sales and net profit. Lenovo is the number two seller of computers in the world and changing its brand must have negative impacts ...