The disadvantages of excessively changing the logo are obvious: it is difficult for the original consumers to recognize the brand, while the potential consumers totally think it is a new brand. It can be said that its original brand assets are gone. For example, Lenovo, although its Chinese name remains the same, its 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"), it is completely two names and two brands, which have nothing to do with each other. Therefore, it is easy to cause obstacles in recognition.
some people say that Lenovo's bid change is intended to go overseas. However, LENOVO will encounter trademark embarrassment in overseas expansion. Lenovo's Legend trademark has been legally registered in many countries. Because its meaning is good and it is a complete word, it is not surprising that it is favored by people, but it is not a malicious cybersquatting. In other words, once Lenovo Group wants to enter foreign markets, the trademark problem will surface.
However, Lenovo has to pay a huge price for a new logo, which shows Yang Yuanqing's determination to create a "new Lenovo". However, after the logo is changed, everything can't be all right. Enterprises should change their faces and realize the fundamental change of internal development strategy. The change of 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 the 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 transformation from the inside out. For Lenovo, besides the change of logo, it can make bolder reforms in non-PC business, stock market, talents, management, capital and internationalization of corporate culture.
LENOVO, as the CI part of the enterprise's image recognition system (CIS), can't make the value of rebranding reflected in the whole of "new association". VI as the enterprise concept and BI as the enterprise's organizational behavior are the most important things behind rebranding.