Lenovo

"Lenovo" is a portmanteau of "Le-" (from Legend) and "novo", Latin ablative for "new" . means "association" (as in "word association") or "connected thinking." It can also imply creativity. For the first 20 years of its existence, the company's English name was "Legend" . In 2002, Yang Yuanqing decided to abandon the Legend brand name to expand internationally. "Legend" was already in use by many businesses worldwide, making it impossible to register in most jurisdictions. In April 2003, the company publicly announced its new name, "Lenovo," with an advertising campaign including huge billboards and primetime television ads. Lenovo spent 18 million RMB on an eight-week television advertising campaign. The billboards showed the Lenovo logo against blue sky with copy that read, "Transcendence depends on how you think." By the end of 2003, Lenovo had spent a total of 200 million RMB on rebranding.

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