Harmonie Water: Refreshing the World Naturally

Case Solution

John A. Quelch, John L. Teopaco
HBS Brief Cases ()

The marketing director for Harmonie Mineralwasser, the world’s second-best-selling mineral water, is using the results of two project studies to investigate how television advertising can be used to build a global brand identity for harmony. He has to decide which product attributes are so important across national borders that they can be used for global brand communication. He must also define the scope of the local adjustments that he must allow, as well as the roles of the headquarters and country managers in these communications. The case can be used in introductory marketing courses, as well as elective courses in brand management, global marketing, integrated marketing communications, in a marketing communication module in an advertising course, or in the global module of a marketing course. marketing management.

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