Know-How Exchange : Taglines/Names

If the things you say about treatment and reprocessing are common knowledge, your water ought to highlight that difference above all.

SOMETHING LIKE:

Fresh Source
Pure from the very beginning.

Imported Spring
Water wthout worry.

Fresh Wave.
Good, clean refreshment.

Far and Away.
The freshest water you can find.

Okay again we're forgetting an important factor. The mentality of the buyers!!! According to syed's brief on the product and the market, it's crystal clear that the more foreign the product seems to be the more it'd definetly sell THUS we'd definetly exclude the option of having a local name 'cause it'd directly give them the impression of a local brand.

Okay now onto the analysis, now you did mention Nestle being in the market and to my assumption it's one of the market leaders, not due to it's source of water but rather brand. Taking an example of a specific market in the region, that had launched recently a new water brand by Coca Cola (Dasani); this specifc case, it wasn't the brand company that made it successful but on the contrary, most didn't know who was behind the scene; what made it successful was it's unique bottle design and color, it was available in a crystal blue bottle which gave it uniqueness off shelves.

I personally think the name would definetly be essential but what'd be more important than that, would be it's packaging i.e the bottle. It needs to be eye catchy, unique and attractive. The buying power of the consumers reflects product quality 'yes' but let's be down the line, the source of water would be knowledge I wouldn't care less for.

What you really need to do is understand the buying power of the consumer in local market. If I were you, I'd launch a marketing research to have better knowledge of the market. A question that I'd want to ask would be " Why would you buy X brand and not Y?"
and maybe something like " Do you always buy Brand X?" ...

Again a note to keep in mind, everyone knows Nestle is international, even though it's source could be local, but still perceived in most cases by the market as import thus not making you unique. Ask yourself a question, when was the last time (before you decided to introduce a new water product) you grabed a bottle of water and read all the writtings on the back???? I assume almost never, and I betcha, that'd be the same case with the majority of the population. Live the truth that Middle Eastern cosumers aren't as health conscious as other regions.

Okay, I think I've made myself a little clear on my point. Onto your positioning statement. I'd be simple, if value is what the consumers are looking for then I'll place it simple " ROYALTY" I'd position this product as the "royalty of all water - diamond sold at an affordable price that any class could afford" simple and straight forward. Give it a slick design packaging with a golden touch, to it small pieces of diamonds filled all over with a tagline that'd say " When diamond becomes water" ...and magically, you've got those competitors worrying ... that could give you one hell of an emotional creative direction in your campaign. And to come to think of it, it'd fit so well with the lower classes where they'd feel unique by simply purchasing that golden / royal water bottle. Do you get my flow of thinking?

Anyways, to cut a long story short, here a few names you could go for under the umbrella of my personal proposition:

"Golden Falls"
" Diaqua" - When diamond becomes water
" Ever Fresh" A king and queens quench

there's a lot you can come up with under that direction.

Well, guess that's it for me, Good Luck, hope I helped out in anyway.