Case Name :      Harmonie Water: Refreshing the World Naturally

Authors :           John A. Quelch, John L. Teopaco

Source :             HBS Brief Cases

Case ID :           9-917-527

Discipline :        Marketing

Case Length :    06 pages

Plagiarism : NO (100% Original work)

The marketing director of Harmonie Mineral Water-the second-best selling bottled water in the world-is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product attributes are sufficiently important across countries that they can be used for global brand communications. He also must determine the extent of local customization he should allow and the roles of headquarters and country managers in these communications. The case can be used in both introductory marketing classes and elective courses in Brand Management, Global Marketing, Integrated Marketing Communications, in a module on marketing communications in an Advertising class, or the global module of a Marketing Management class.