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Brand names and global positioning

Ranchhod, Ashok, Gurau, Calin and Marandi, Ebi (2011) Brand names and global positioning Marketing Intelligence & Planning, 29, (4), pp. 353-365. (doi:10.1108/02634501111138536).

Record type: Article


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.

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More information

Published date: 2011
Keywords: brand image, branding management, country of origin, emerging markets
Organisations: Winchester School of Art


Local EPrints ID: 338248
ISSN: 0263-4503
PURE UUID: f7bede1c-87eb-460d-a6d6-a4f01c2bfb05
ORCID for Ashok Ranchhod: ORCID iD

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Date deposited: 11 May 2012 15:16
Last modified: 18 Jul 2017 05:58

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Author: Ashok Ranchhod ORCID iD
Author: Calin Gurau
Author: Ebi Marandi

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