商品敘述：

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.

涵蓋領域：

Marketing management;Advertising strategy;Global marketing;Branding;International business;Marketing communications

相關資料：

HBS Brief Case Teaching Note, (5-917-528), 10p, by John A. Quelch, John L. Teopaco;
Spreadsheet Supplement, (9-917-529), 0p, by John A. Quelch, John L. Teopaco;
Spreadsheet Supplement, (9-917-530), 0p, by John A. Quelch, John L. Teopaco

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