1.

According to the case study, Comeau uses the country’s PCC or the Per Capita
Consumption of water to gauge that market’s maturity, as well as the company’s
market share in that country to gauge Harmonie’s competitive position. If the market
share is low, Harmonie’s Water is the best bottled water to buy, while if the market
share is high, it’s the opposite. From the given part of the case, Comeau uses the PCC
and the market share of every country to create a standard advertising. According to
Meenaghan in his journal “The role of Advertising in Brand Image Development” he said
that Advertising has an important role in developing brand image. It informs consumers
of the functional capabilities of the brand while simultaneously imbuing the brand with
symbolic values and meanings relevant to the consumer.