NEW YORK: As Chinese PC company Lenovo Group completes its acquisition of IBM's PC division, it faces both challenges and opportunities for redefining its brand.
So Lenovo has tapped Text 100 as its global lead agency to introduce its brand to those in the Western world unfamiliar with the firm and to enhance it for those who know it well in Asia.
"Our major focus is going to be the development of a well-recognized brand like Lenovo and [to] give it a fresh, new look that focuses on innovation and quality," said Text 100 CEO Aedhmar Hynes.
As part of the acquisition, Lenovo will keep some of IBM's brand names, including the ThinkPad laptop, and Text 100 plans to leverage that brand equity, as well.
Lenovo was unavailable for comment.
While Lenovo is one of China's biggest PC brands, many in the US heard the name for the first time in December, when the two companies announced the planned acquisition.
With its $1.75 billion purchase of IBM's PC division, Lenovo is now the world's third-largest PC maker, behind Dell and Hewlett-Packard.
To show dedication to the US market, Lenovo plans to move its headquarters from Beijing to the US. Not only does Lenovo face challenges in establishing its brand in North America and Europe, it's also facing stiffer competition at home. A recent IDC study showed that HP recently edged out Lenovo to become the largest PC maker in Asia-Pacific.
Text 100 will continue to work with IBM, its largest global account. Text 100 handled PR for IBM's PC division and will continue to do so for its other hardware and software divisions.