According to Keller et al. (2012) some of the competitors’ brands are considered to be substitute among consumer mind for choosing Lenovo brand, because of the closely related or undifferentiated in product function, benefit and distribution. From the case study, it can be seen that Lenovo frame of reference is the ‘Leading brand in Business, Home PC and distributor of imported PC for Chinese consumer’. Due to the China government policy that restricted the right of foreign companies, therefore, most of the main competitors are related to the domestic brands and others Chinese manufacturing that want to create own-brand PC such as ‘Haier’