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Brand names and global positioning

Ashok Ranchhod (MICA, Ahmedabad, India)
Călin Gurău (GSCM – Montpellier Business School, Montpellier, France)
Ebi Marandi (University of West of England, Bristol, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 21 June 2011




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.


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.


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.


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.



Ranchhod, A., Gurău, C. and Marandi, E. (2011), "Brand names and global positioning", Marketing Intelligence & Planning, Vol. 29 No. 4, pp. 353-365.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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