Lenovo’s ThinkPad 20 year anniversary celebration posts reinforce positive brand attributes on Facebook

Lenovo’s ThinkPad 20 year anniversary celebration posts reinforce positive brand attributes on Facebook

Lenovo’s 20 year ThinkPad anniversary celebration on Facebook shows that emphasising a brand or product’s history can reinforce positive brand attributes amongst consumers.

Lenovo, the Chinese electronics company, has recently been celebrating the 20th anniversary of the ThinkPad brand of laptops through a series of posts on its Facebook page. Using a variety of content, from fill-in-the-blank posts, ThinkPad-themed wallpapers and videos, to fan-driven content such as fan pictures and asking consumers for their sentimental stories, Lenovo has given consumers the chance to join their celebration.

WaveMetrix social media analysis shows that Lenovo’s series of celebration posts reinforces positive brand attributes amongst consumers towards Lenovo and ThinkPad laptops. Responding to the content, consumers express that they associate Lenovo as being an 'expert' brand, complimenting the "legendary" Lenovo for making "high quality" products and complimenting the "great" ThinkPad laptops.

Lenovo’s 20th anniversary celebration posts drives consumers to associate Lenovo as an ‘expert’ brand:

Lenovo’s 20th anniversary celebration posts drive some consumers to associate Lenovo as an ‘expert’ brand

  • In response to the series of posts, consumers associate Lenovo with being an ‘expert’: Consumers say Lenovo is “the best in the world” and praise the “high quality” ThinkPad laptop, which they say is “better than” others


The vast majority of consumers are positive towards Lenovo’s 20th anniversary ThinkPad celebration posts:

The vast majority of consumers are positive towards Lenovo’s 20th anniversary ThinkPad celebration posts

  • Consumers are highly positive towards Lenovo’s posts, brand and ThinkPad laptops: In response to Lenovo’s posts, consumers compliment the “legendary” Lenovo and say that ThinkPad laptops are the “best”. Consumers also praise the marketing activity of the brand, with consumers complimenting the “cool” wallpapers offered through the celebration

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