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In theories of consumption process, iconic brand embeds a culture of materiality transcending objects into subjects. Objects can be viewed as ‘a visible part of iconic brand’, for example, product features of carbon ultrabook, island-style keyboard, and quickshot cover. Subjects are aesthetic power or depth of objects, such as Lenovo’s innovative design and search for the soul. Knowing nature of materiality, Kravets & Orge (2010) explain that consumers have iconic consciousness and express their feelings, aesthetic power and identities when experiences material objects. This point implies that Lenovo’s users are consciously or unconsciously to reflect, depict and interpret objects into subjective depth in meaning or symbolism relating to Lenovo’s brand. This tendency makes Lenovo as an iconic brand.

Conclusions 结论

Lenovo has been known as an iconic brand in China. Thereby, this essay analyses Holt’s values of being iconic brands to illuminate why Lenovo is an icon. Analysis indicates that Lenovo’s brand conveys all supposed values, including reputation, relationship, experience and symbolism. Especially, brand experiences and symbolism are significant value-added, for example, Lenovo’s commitment to customised, better user experiences, and imprinted innovation culture, which make Lenovo as iconic brand. Moreover, in author’s view, Lenovo’s success conveys a sense of China’s honour and pride. Reflecting on nature of Chinese elite culture, Lenovo acts as a cultural identity and a source of spirits that inspire Chinese young entrepreneurs. In the second part, the essay found that Lenovo, being an iconic brand, has nature of materiality in object-subject relationship. Objects are Lenovo’s product and design features, for example, panoramic monitor, island-style keyboard, and red-based theme colour. Reflecting these objects, subjects are aesthetic power in depth focusing on Lenovo’s design culture, such as ‘search for the soul’ and innovation. In conclusion, Lenovo well expresses materiality of its brand and becomes an iconic brand.
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