Aaker and Joachimstaler (2000,P.12) defined this strategy as Shadow Endorser “The brands are not visibly linked makes a statement about each brand, even when the link is discovered. It communicates that the organization realizes that the shadow-endorsed brand represents a totally different product and market segment”. With this strategy, Lenovo can take an advantage by classified ThinkPad in the set of premium line whereas Lenovo’s product will focus on standard line. It is a clear positioning and its target, however, considering on the financial situation, it is quite difficult to afford the two different brands such as Toyota / Lexus.