Brand names and global positioning

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -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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A comprehensive framework of brand name classification

“…Brands that travel globally also require repositioning (Ranchhod et al, 2011). Names that describe product attributes might encounter lack of acceptance when the brand is repositioned.…”

Adopting French Names as Identity Markers among Second Foreign Language (L3) Learners in China

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“…Past research has also shown that an individual's names may have differing meaning potentials (Bruning et al 1998). Particular lexical units may be adopted as names when they are believed to carry and communicate certain symbolic meanings that represent an individual's cognitive associations and expectations about themselves (Ranchhod et al 2011).…”