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Write a 8 pages paper on issues of global brand management. John Lewis (the renowned UK based upscale department stores) has approached the author of this paper to work with them as an external branding consultant. As an external branding consultant, the aim of the author will be assessing options and providing recommendations for the expansion of the John Lewis brand in the overseas market. There will be two prime objectives for this study will be, 1- conducting a review of existing literature regarding branding strategies over geographic boundaries to identify branding elements that can be used by John Lewis to decide its branding strategy in international markets and 2- identifying one new market where John Lewis can execute its global branding strategy. China has been selected as one new market where John Lewis can expand its business portfolio.

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