Lenovo is a Chinese company that became leading firm after buying the Think Pad – IBM’s laptop brand -, they used the famous brand name excellently and became dominant in the laptop market.
Lenovo also followed the quality of IBM laptops and added more to the Think Pad brand name. And in a short time, they became on of the strongest technology company in the world. Last year they decided to enter the smartphone market. Like they did with Think Pad. They bought a famous brand, this time, it was Motorola. They bought the struggling brand from Google in a deal of worth $2.91 billion.
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Now they will use a different strategy than before. In laptops, Lenovo logo was smaller, they wanted to use the popularity of IBM’s brand to sell their laptop. But now, they are already very popular between consumers. So now in the SmartPhone market, they will support their brand with Motorola. And they decided the shorten the name, instead of Motorola it will be called Moto. The slogan will be Moto by Lenovo.
Motorola brand will help Lenovo to sell more smartphones, but this market they are about to get into is very competitive. They will need more than a just a new name to catch the whales of this market.
