Role of Brand Globalness in Consumer Evaluation of New Product Branding Strategy (Punyatoya et al., 2014)

Welcome to Revise and Resubmit, the podcast where we explore cutting-edge research that transforms how we see the world of business, brands, and beyond. Today, we dive into an insightful study titled “Role of Brand Globalness in Consumer Evaluation of New Product Branding Strategy.” Published by Springer Nature/Palgrave in the prestigious Journal of Brand Management, this research unpacks the complex interplay between brand globalness and consumer behavior in the vibrant Indian market. Authored by Plavini Punyatoya, an Assistant Professor at IMI Bhubaneswar and a scholar of global branding and sustainable consumption, alongside Ashish Sadh, a marketing professor at IIM Indore with deep expertise in brand management, and Sushanta Kumar Mishra, an award-winning researcher in Organizational Behavior, this paper brings years of academic rigor and real-world insights. Their study examines how consumers respond to new product branding strategies—whether companies should extend existing brand names or introduce fresh ones. The results? Global brands thrive with brand extensions, but local brands benefit from nuanced strategies: a new brand name for functional products like shampoo and an extended brand name for prestige products like luxury cars. This research offers a crucial takeaway for marketers: the brand’s origin and the product category must align for an effective branding strategy. We want to extend our heartfelt thanks to Plavini Punyatoya, Ashish Sadh, and Sushanta Kumar Mishra, and to Springer Nature/Palgrave for making this research accessible to all. So, what do you think? If global brands flourish with extensions, is it time for local brands to rethink how they introduce their next big launch? Don’t miss more exciting insights—subscribe to “Revise and Resubmit” on Spotify and dive deeper on our YouTube channel, Weekend Researcher. Reference Punyatoya, P., Sadh, A. & Mishra, S. Role of brand globalness in consumer evaluation of new product branding strategy. J Brand Manag 21, 171–188 (2014). https://doi.org/10.1057/bm.2013.28 Youtube channel link https://www.youtube.com/@weekendresearcher