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Report: Achieving global brand status – Lenovo BY YOU YOUR SCHOOL INFO HERE DATE HERE To: Board of Directors, Lenovo From: YOUR NAME HERE Date: 14th May 2013 Re: International Marketing Report 1.0 Introduction Please find herewith our report that addresses your concerns regarding global branding and the internationalisation process.
2.0 The features indicating achievement of global brand status Quelch (1999) provides a benchmark for the seven characteristics of a brand that are prevalent when a business has achieved global brand status. This is inclusive of strength in the home market, having a geographical balance in sales, the ability to address homogenous consumer needs worldwide, maintaining consistent brand positioning, reducing the country-of-origin effect, the specific product category focus of the firm and corporate name. This section of the report examines the extent to which Lenovo maintains appropriate emphasis on the aforesaid benchmark criteria for advancement to a legitimate global brand. Lenovo must maintain all identified characteristics in order to be considered a victor in becoming a genuine global brand. 2.1 Strength in the home market In 2011, China contributed 46 percent of total business revenues with all supplemental sales stemming from combined international markets and emerging markets (Lenovo 2012). China is considered the largest personal computer market in the world and Lenovo has managed to increase its market share in this highly competitive technology market. ...
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