ThinkPad Brand Tactic Analysis

All the factors including variation social economy and market, progressive technology and innovation, and more and more transparent market segmentation, make the brand of merchandize more important than ever before! As it represents the reputation of enterprise and merchandize, the brand are attracted more attention of entrepreneurs and consumer. With the notebook PC (Personal Computer) changed to dominate the PC market, the fierce competition and technology convergence, all these complications force the computer manufacturers to strive to maintain and enhance their brand image in order to attract consumers. Good brand often make good impression to users, and can enhance the overall image of the enterprise.ThinkPad has become a classic legend in the IT industry as it's over ten years of successful brand image. With high quality, it has occupied the High end notebook PC market all along in the global trade. In China, many users consider it as a status symbol by possessing ThinkPad. With ThinkPad been merged to Lenovo, it has become more visible than in the past. Firstly, this paper describes the academic knowledge of brand. Secondly, this paper focuses on the current notebook PC market background. The following part completely summarizes ThinkPad brand strategy in terms of the success and shortage by analyzing its brand positioning, brand communication, brand maintenance, brand extension and Lenovo dual-brand strategy. Through the above analysis, this article summarizes several suggestions for domestic Notebook PC marketing. It is expected to share some successful experience with other brands of the same type of merchandize to help them establish and manage their product brand.