3. The measures by which a company can create a global brand.

Going global makes it possible to expand sales and profits while reducing costs by shifting resources
from one region to another. Some measures through which company create a global brand.

(1) Acquisition: Through acquisitions and mergers most of the company enters into global brand. A
company purchases brands which are already selling in the markets that the company wants to
enter. Lenovo's acquisition of IBM's personal computer division accelerated access to US
markets and helps them in creating Lenovo as global brand. It transformed Lenovo to the
number one mover of PCs over more seasoned rivals such as HP and Dell.
(2) Innovative product development: product innovation is one of the main criteria for judging the
quality and value of a brand. It helps Lenovo to secure strong brand image and obtains
sustainable competitive advantage. Lenovo is constantly striving to create new categories of
products that enhance the consumer experience, stand out from the competition and drive
growth. Its commitment to deliver high-quality, reliable and durable devices helps them to
sustain as global brand.
(3) Social media: Social media Helps Company to connect with global audiences. Social media helps
foster collaboration among local markets, and it helps brands connect globally. Social media
“connect globally in a way that feels local” to their audiences. Lenovo is using social media to
talk about its brand with its audience. Through social media Lenovo engage people and build
community around the brand. The main focus of Lenovo social media strategy is convey its
product or services to consumer through social media. Lenovo Launches Its Vision of ‘Smarter
Technology for All’ With Global Campaign to increase the access to technology for underserved
groups.
(4) Understand consumer behavior: The behavior of consumers is not standard across the world as
consumer habits can change from country to country. This is one of the primary reasons why
some brands fail when they target a global market. So consumer behavior is important in
Lenovo. Rather than being organized around product groups, Lenovo has reorganized around
business groups focused on customer segments, and look at what customers really value and
why they prioritize. Lenovo uses the term “Let’s think about customers first, then think about
the impact on customers, and measure everything in the company in terms of the impact on
customers.
(5) Branding: Company can attempt branding of their company or products in many ways, including
advertising or changing its corporate names under rebranding. Lenovo change its corporate
name from Legend to Lenovo, sponsoring the 2008 Olympic Games helps them to recognize
international brand. A lot of thought and effort goes into branding, including naming products,
designing logos, and by ensuring that service is uniform throughout the business.
(6) Cultural Differences: Cultural difference is a major factor that has an impact on the success or
failure of a brand. As brands enter different cultures, it becomes imperative for them to
carefully step the standardization-customization wherein they not only manage to retain the
inherent brand identity but also adopt the brand elements (images, advertising, channels, and
others to appeal to the local tastes and preference of customers. After IBM acquisition Lenovo
 faces work culture and communication issue but with diverse workforce they overcome this
problem which helps them to sustain as global environment.
(7) Consistent brand promise: brand promise is simply What You Do for Whom. An effective brand
promise connects company with customers and employees. If the customer experience doesn’t
match the brand promise, the value of brand is weakened. The reason company spent time on
developing brand is that they can charge a premium for a product or service. People pay more
for a brand name product or service if it is recognized as a leader and a trusted brand and they
know what they will get. Apple, for example, can charge more for its computers than some
other companies because of its brand reputation for offering innovative design and quality
electronics. 
(8) Effective distribution channels: The Effective distribution channel overcomes the gap between
the producer of a product and the consumer. Effective distribution helps company getting
products and services to consumers conveniently at right place and right time.