Lenovo Brand Report1. IntroductionOver the past twenty years, China's economy has been staggering. It is only in recent times that Chinese manufacturers have stopped engaging in labor-intensive, low-value-added production. Chinese policymakers are no longer focused on how to enable their companies to move up the industrial value chain. They have set explicit goals to aid the international expansion of Chinese companies in the desire to go global and are making efforts to create internationally recognizable brands that would be commensurate with China's ever-brightening global clout (Lee & Carter, 2009, 24). The government also encouraged international growth so as to minimize the foreign exchange balance (Nathaniel, 2013, 8). One of the Chinese companies that has seen growth in its performance is the Lenovo company. The company has grown into a $21 billion personal technology company with sizable market share in more than 60 countries. Today, Lenovo Group Ltd is the largest PC supplier in China and the second largest globally, having beaten Dell into second place. Lenovo Group Ltd products include PCs, mobile phones and mobile Internet devices based on product innovation and a high degree of customization and localization in each country. These products have a strong and highly efficient global supply chain based on China and strong policy implementation (Ding and Pavlovich, 2009, 47). The strong performance of Lenovo Group Ltd is attributed to and is made possible by its dominance of the Chinese domestic market (Nathaniel, 2013, 8). This document provides an analytical report on the performance of the Lenovo brand in the industry. The reports analyze the brand based on se...... middle of paper ......Quelch's national marketing: strategic planning, market entry and implementation. 3rd. Kogan Page Limited: London, United Kingdom. Medina, J.F. & Duffy, M.F., 1998. Standardization vs. globalization: A new perspective on brand strategies. Journal of product & brand management, 7(3), pp.223-243.Piercy, N., 2009.Market-driven strategic change: transforming the market entry process.4th ed. Elsevier Ltd.: Burlington, USA. Knowles, F. & Olins, W., 2004. In search of a reliable measure of brand equity. [online].Available at http://www.zibs.com/knowles.shtml [Accessed 4 May 2010].Ding, A. Akoorie, M.E.M. & Pavlovich, K., 2009. Going international: The experience ofChinese Companies. International Business Research, 2(2), pp.148-152Bennett, R. & Blythe, J. (2002). International marketing: strategic planning, market entry and implementation. 3rd. Kogan Page Limited: London, United Kingdom.