There are some associations of Lenovo brand that shared with competitors brand or the basic criteria that several PC product should have in this category to reach consumers expectation such as the basic function of usage, the software that attached with hardware, the variety of PC model; desktop and laptop, the storage space or even the retail store distribution. After the Lenovo-IBM PC division merger, Lenovo’s point of parity brand is not only on the functional basic of the PC but it also shared the innovation values with the others brand such as Sony and Apple.