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    Harmonie Water Case MM

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    Aviyaan Srivastava
    Harmonie Water is not yet a global brand as it does not satisfy all 5 characteristics according to an HBR article. While it focuses on a single product category and uses its name as the brand name, it does not have the same worldwide positioning or provide access to a global community. Comeau has learned through projects Unify and Aqua that developing a global brand identity is complex, as different countries prioritize different brand attributes. To build its brand globally, Harmonie should keep its logos, slogan, and designs consistent while customizing aspects like packaging, pricing, languages, and community needs addressed in ads for each country. It should consider standardizing its name, logos, slogans, target customers, and social responsibility

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    Harmonie Water Case MM

    Uploaded by

    Aviyaan Srivastava
    196 views3 pages
    Harmonie Water is not yet a global brand as it does not satisfy all 5 characteristics according to an HBR article. While it focuses on a single product category and uses its name as the brand name, it does not have the same worldwide positioning or provide access to a global community. Comeau has learned through projects Unify and Aqua that developing a global brand identity is complex, as different countries prioritize different brand attributes. To build its brand globally, Harmonie should keep its logos, slogan, and designs consistent while customizing aspects like packaging, pricing, languages, and community needs addressed in ads for each country. It should consider standardizing its name, logos, slogans, target customers, and social responsibility

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    Harmonie Water

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    Harmonie Water is not yet a global brand as it does not satisfy all 5 characteristics according to an HBR article. While it focuses on a single product category and uses its name as the brand name, it does not have the same worldwide positioning or provide access to a global community. Comeau has learned through projects Unify and Aqua that developing a global brand identity is complex, as different countries prioritize different brand attributes. To build its brand globally, Harmonie should keep its logos, slogan, and designs consistent while customizing aspects like packaging, pricing, languages, and community needs addressed in ads for each country. It should consider standardizing its name, logos, slogans, target customers, and social responsibility

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    196 views3 pages

    Harmonie Water Case MM

    Uploaded by

    Aviyaan Srivastava
    Harmonie Water is not yet a global brand as it does not satisfy all 5 characteristics according to an HBR article. While it focuses on a single product category and uses its name as the brand name, it does not have the same worldwide positioning or provide access to a global community. Comeau has learned through projects Unify and Aqua that developing a global brand identity is complex, as different countries prioritize different brand attributes. To build its brand globally, Harmonie should keep its logos, slogan, and designs consistent while customizing aspects like packaging, pricing, languages, and community needs addressed in ads for each country. It should consider standardizing its name, logos, slogans, target customers, and social responsibility

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    1. Is Harmonie Water a global brand? Why or why not?

    Harvard Business Review has an article entitled "How to Build a Global Brand" from 2007 with a
    list of 5 characteristics all global brands have in common. Since Harmonie Water satisfies some
    categories but not all of them, they are on the way to becoming a global brand but are not there yet.
     The same positioning worldwide: No
    Although this is what Antonie Comeau was striving for, Harmonie Water does not have the same
    positioning worldwide. Every country had its own marketing strategy to advertise Harmonie Water
    to their market. Harmonie Water has not standardized its positioning worldwide.

     A focus on a single product category: Yes

     Harmonie Water focuses on producing Premium Water.

     The company name is the brand name: Yes

     Harmonie Water Association Inc. advertises Harmonie Water.

     Access to the global village: No

    Although the focus on “quality water” is consistent across all countries, it doesn’t allow consumers
    to feel part of a global community. Comeau is striving towards this, however.

     Social responsibility: Yes

    The company conducts and provides annual water reports with information about water quality and
    sources.

    2. Based on the findings of Project Unify and Project Aqua, what has
    Comeau learned about building a global brand identity?

    Comeau learned how complex building a global brand identity is. Project Unify was created as a
    way for finding a consistent image for Harmonie Waters products, emphasizing the Harmonie
    Water values to be seen as the world’s best water. This way, the firm could capitalize on market
    awareness and maintain their consumer base. In their research, they found that the brand should
    highlight being “revitalizing” and “refined” to focus on the purity, unique origins, and company
    dedication to “enhancement” to water and health. Project Aqua was created to go beyond Project
    Unify. They went into markets like France, United Kingdom, Mexico, Brazil, United States, and
    China to understand how bottled-water drinkers use the terms “revitalizing” and “refined” and how
    Harmonie could capture those meanings in their advertising. Some countries found it important to
    discuss the quality of Harmonie Water while others did not feel the same way about the importance
    of quality reports. Through these insights, Comeau found a direction to take Harmonie Water and
    was provided perspective on how difficult it would be to create marketing strategies that fit
    characteristics of many countries and cultures to build a global brand. At the same time, this
    allowed Comeau to gain broader market

    3. How can Harmonie develop its brand through advertising?


    Building a strong global marketing strategy and global brand identity will lead Harmonie Water to
    success. With TV, social media, internet, and increased travel (outside of the pandemic) across the
    globe, consumer tastes are connecting and communities of people who use products form
    worldwide. First, Harmonie Water should keep their logos, slogan, and designs to be the same
    across all countries to be consistent and attract all consumers as a trusted brand and drive brand
    loyalty. They can use their words “refined” and “revitalized” consistently. Harmonie water.
    continue to target premium water drinkers because this aligns with the image, they have already
    established for themselves. When they put out ads to different regions, they should use local
    languages to appeal to potential customers in their respective countries. They should align to the
    specific needs of each country, so each country has a level of customization. For instance,
    Harmonie can target places with water crises for more awareness.

    5. What factors should Comeau consider in deciding how much Harmonie’s brand
    identity and communications be standardized or customized?
    Standardized:

    Brand name

    Logos

    Slogans

    Target customers

    Main ideas for ads

    Single product category

    Social responsibility

    Customized

    Bottle packaging size and materials

    Price based on size and quantity

    Key opinion leaders

    Languages of ads

    Messages of ads depending on country’s need

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