The disadvantages of over-changing the logo are obvious: it is difficult for the original consumers to recognize the brand, while the potential consumers completely think that it is a new brand. It can be said that its original brand equity is gone. For example, Lenovo, although the Chinese name remains unchanged, the English name ranges from "LEGEND" to "Lenovo", and the first two letters are the same, but in terms of vision and meaning (LEGEND means "legend" and Lenovo means "innovation"), they are completely two names and two brands, which are irrelevant to each other. Therefore, it is easy to cause obstacles in recognition.
Some people say that Lenovo's rebranding is intended to be overseas. However, Lenovo's overseas expansion will encounter trademark embarrassment. Lenovo's Lenovo trademark has been legally registered in many countries. Because it means good and is a complete word, it is not surprising that it is favored by people, but it is not malicious cybersquatting. In other words, once Lenovo wants to enter foreign markets, trademark problems will surface.
However, Lenovo has to pay a huge price for the new logo, which shows Yang's determination to create a "new Lenovo". However, after changing the logo, everything can't be all right. Enterprises should change their appearance and realize the fundamental change of internal development strategy. Changing the logo is the first step of Lenovo's transformation and internationalization. Whether Lenovo brand can truly become a long-term well-known brand in the international market still has a long way to go. Obviously, the strategic transformation behind brand change is a much more complicated activity. Only by systematically changing the strategic formulation process, management process, business process and organizational system can enterprises finally realize the real change from the inside out. For Lenovo, besides the change of logo, it can also carry out bolder reforms in non-PC business, stock market, talents, management, capital and internationalization of corporate culture.
Lenovo, as the CI part of corporate identity system (CIS), can't make the value of rebranding reflected in the whole "New Lenovo". VI, as a corporate philosophy, BI, as an organizational behavior, are the most important things behind brand remodeling.