There is such a definitive in business: The top-class enterprises sell brand, the second-class enterprises sell standard, the third-class enterprises sell technology, and the forth-class enterprises sell products. This shows that the competitiveness of the significance of brand. To respond to the call of the Central Government and the State Council of P.R.C., carrying out innovative national strategy and speeding up the building of self-owned brands, the Commerce Department held the campaign “Brands Travel Ten Thousand Miles” in June, 2006, which further promotes the brand attitude in China. This thesis is completed under this basis.
With the integration of the previous studies on correlative fields and studying Lenovo’s expansion to oversea market, I found the success of its brand-internationalization lies in: Through transnational mergers and acquisitions and sports marketing, gained a well-known brand 'Think' and greatly enhance the reputation of the Legend brand in the international market; And it’s inadequate protection lies : Because of lack of a strong sense of brand, its property had been registering in a number of countries, as well as a range of issues arising from product diversification. After analyzed both the success and weakness of Lenovo’s brand internationalization and summarized some rules about the brand internationalization. I hope what I did will be helpful for domestic enterprises to build globally renowned brands.
