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Brand names and global positioning

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Abstract:

Purpose ‐ There is little in the literature on branding that considers how a brand name may affect a brand and its global positioning. Similarly, there is little research on brand dissonance and the paradoxes that occur in a globalised world. This research aims to examine the impact of country of origin image on consumer perceptions of a successful tea brand dissonance between the country of origin and the brand name. Design/methodology/approach ‐ A case study approach, using qualitative data collection, has been applied in this study. In-depth interviews were conducted with 22 experienced tea distributors and managers of Ahmad Tea in the Confederation of Independent States. Findings ‐ The findings show that a positive country of origin effect can have a positive impact on a global brand image transcending any negative connotations that a brand name may have. Practical implications ‐ The findings of this study provide useful insights for academics and practitioners regarding the success factors of branding strategy in international markets. Originality/value ‐ This paper attempts to respond to a call by Keller for more empirical research into the ways in which the images of country of origin change or supplement the image of a brand. In doing so, this paper shows that successful associations with positive country of origin images can overcome problems with a problematic brand name in a global context.

Keywords: Brand image; Branding management; Country of origin; Emerging markets

Document Type: Research Article

DOI: https://doi.org/10.1108/02634501111138536

Publication date: 2011-06-21

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