Publications
Publications
- June 2017
- HBS Case Collection
Harmonie Water: Refreshing the World Naturally
By: John A. Quelch and John L. Teopaco
Abstract
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.
Keywords
Brands and Branding; Advertising; Marketing Communications; Global Strategy; Food and Beverage Industry
Citation
Quelch, John A., and John L. Teopaco. "Harmonie Water: Refreshing the World Naturally." Harvard Business School Brief Case 917-527, June 2017.
