An Analysis of Global Brand Building Strategies of Lenovo

Nowdays, companies are earning a lot of profit from brands, This paper helps to understand that how the branding is important for success of Chinese companies and also how the Chinese corporations are managing their brands. Especially in respect of the "Lianxiang" which is based on mainland China and expanded its business to go outside of the mainland and shortly they get the status of the global company. They have the unique strategy of having "one brand with two names" locally "Lianxiang" and for the global operation "Lenovo". This paper helps to understand global brand management of the Chinese company Lenovo.