Brand names and global positioning

摘要: Purpose – There is little in the literature on branding that considers how a brand name may affect and its global positioning. Similarly, there research dissonance paradoxes occur globalised world. This aims to examine impact of country origin image consumer perceptions successful tea between name.Design/methodology/approach A case study approach, using qualitative data collection, has been applied this study. In‐depth interviews were conducted with 22 experienced distributors managers Ahmad Tea Confederation Independent States.Findings The findings show positive effect can have transcending any negative connotations have.Practical implications provide useful insights for academics practitioners regarding success factors s...