Introduction In the economic hard times, firms are confused on whether to reduce their marketing budget or continue investing more on brand building hoping that they could possibly gain a competitive hedge over other companies. Most companies are aggressively increasing their marketing expenditures so as to increase their sales. The annual ranking that was done by BusinessWeek in 2008 showing the 100 Best Global Brands showed that US firms are keeping their marketing budgets steady and as a result have a steadily increasing income (BusinessWeek 2008). However, no Chinese firm appeared in the top a hundred brands globally. Most Chinese companies have put in place strategic considerations to their brands while engaging little in global brand development as part of international marketing strategy. China Mobile Ltd was ranked first in 2007 Best Chinese Brands (Interbrand China 2007, 7). According to China Mobile Limited (2011) in 2007, China Mobile had a brand value of 313,000 RMB millilion an increase of 11% from its brand value in 2006. Its operating revenue in 2010 was 485,231 RMB million, an increase of 7.3% from its 2009 operating revenue. In 2010, it made a profit of 119,640 RMB million. According to Interbrand China’s Chief Executive Officer, Frank Chen, the brand value shows the discounted cash flow of the firms total earnings that it is expected to fetch to the shareholders in the coming fiscal years. This implies that brands are among the company’s economic assets and therefore need serious management. A positive change in the company’s brand value comprehensively reflects an increase in performance that has been achieved by its management team through the application of various strategies. Branding has become a major focus for Mobile China and it has produced abundant returns. The company estimated its customers to be about 584 million in December last year. In 2011 alone, it has had an increase of customer number by 16.824 million in the months of January to March to reach the 600 million mark (BBC 21 April, 2011). The company has voice business as well as new businesses. Its voice business provides its customers with the opportunity to make as well as to receive calls using their mobile phones within the regions of its network coverage. Its services range from local calls to international roaming. The new businesses include data business as well as value-added services. China Mobile Group provides its GSM international roaming service is in 237 countries while its GPRS roaming services is in 186 countries (China Mobile Limited 2011). China Mobile has put much emphasis on attributes that differentiate its brand from those of other companies as well as strengthening its relationship with its customers with an aim of ensuring present and future earnings. Quelch’s seven features of a Global Brand Brand development requires various marketing strategies. In order to achieve a global brand status, the company must have achieved the benchmarks which are considered universal features for the world’s top brands. Quelch (1999) considered seven features as being the benchmarks of the top global brands. Strong in home market China Mobile Limited has a very strong market base in China which has mostly supported the growth of its brand value. Its strong market base has made it occupy the top position in terms of th