Assignment 2 Developing A Marketing Strategy For

Assignment 2: Developing a Marketing Strategy for a Multinational CompanyNameTutor’s Name12/08/2014 Key approach to branding and co-brandingOne approach to leverage the new notebook product with existing Lenovo brands is to create a strong association of the new note book to the existing Lenovo brands; the new notebook may be branded as a new updated fashion of the existing Lenovo brands. The new notebook as an example may be named Lenovo Forward ThinkPad 2014 to leverage on the Lenovo ThinkPad brand name. Lenovo may leverage the new note pad to benefit from the market power of the existing products. This can be done by a coordination approach to brand marketing. Coordination approach involves the combination of two departments into one department with a dual brand name (Kippenberger, 2000). The new note pad product branding and market visibility will be done in coordination with the existing marketing teams for the other brands. Cooperation approach to co-branding is another option that is available for leveraging on the brand power of existing Lenovo brands. Cooperation approach involves two companies forming a joint venture at department level for the sole purpose