Country of Origin as a Factor of Brand Image Creation

Abstract

The main goal of the present research is to determine what is the Country of Origin of tea brand that creates favorable association for Russian customers and what are main attributes of tea brand image that could help to create such an association. The results of the research were applied on Russian tea brand TESS. The main results show that in Russia England creates the most favorable and positive association as a Country of tea brand Origin. Moreover, such an association might increase the perceived price, while is associated with better quality. In order to create this association, tea companies should choose laconic classic package design and focus on traditional teas. All the findings were applied on TESS tea and empirical recommendations were given.