The Evaluation Of Global Branding's Intercultural Communication Effects For Chinese Local Brands

Since China became a member of WTO, the local companies have encountered the intense competitions from the international corporations. They have to seek a way to go abroad. The global branding strategy is a useful weapon for companies who want to extend. If the Chinese local companies want to have global brands, they have to conduct some efficient intercultural communication strategies, in order to make their local brands into world-wide known international brands. However, during this progress, companies have difficulties to monitor their intercultural communication effects or whether can they accomplish the communication goals. Therefore, it's very important to evaluate the global branding results.This study uses Lenovo Group Ltd. as an example, and summarizes its three important globalization strategies, including change of brand name, strategy of merger and strategy of sponsorship.Then, the study uses content analysis to evaluate Lenovo's global branding intercultural communication effects. It chooses four big international media: New York Times, CNN, Times and BBC, analyzes in four categories: the amount of reports, the leading roles of the reports, the contents of the reports and the attitudes of the reports. It also combines the analysis results with three globalization strategies so that it can evaluate the intercultural communication effects in all.From the results, Lenovo's globalization strategies suit its condition and goals, and also achieved a good intercultural communication result. The brand"Lenovo"is widely noticed by international media and becomes a model for Chinese local brands.Overall, Chinese local companies need to pay big attention to the evaluation of their brands'communication effects during the intercultural communication progress. This can ensure them to solve problems as soon as discovered and also to make global brands.