Brand names and global positioning
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.