Can Fiji Water maintain its pure image if the product is bottled outside of Fiji? The Wall Street Journal reports that a tax dispute with Fiji's government may result in Fiji Water leaving the country.
Fiji Water has built its brand image on the associations with Fiji's clean, clear water (see image above, from Fiji Water's Web site). The water is sold in 40 countries, and through product placement in movies and TV, the distinctive bottle is immediately identifiable.
Fiji Water's management is still leaving the door open for further talks, so the brand may not leave Fiji after all. If it does, however, management will have to decide whether to abandon the brand or change water sources without changing the brand. Either way, communication will be needed to explain the situation to loyal customers worldwide.