Hidesign’s Strategic Brand Management
The premise of this case frame is to enable an interesting discussion on Hidesign’s strategic brand management process. Hidesign is touted to be one of the top-notch leather accessory fashion brands in the ‘affordable luxury’ category from India which made a mark in the global arena. With modest and unintended beginnings in 1978 as a two men workshop with ₹25,000, Hidesign has grown exponentially to become a global brand with a turnover of ₹297.72 crore in FY 2014-2015 operating in 14 foreign countries with 28 exclusive outlets and with 180 outlets in India. What were the building blocks of Hidesign brand? How was the Hidesign brand positioned? How could Hidesign leverage on its products, production processes, selective retail presence and engaging communication strategy
to build a resonating luxury leather brand?
Prerequisite Conceptual Understanding (PCU)
The students/participants should be encouraged to read the following mandatory reading bereft of which a meaningful discussion and adequate analysis of this case frame would not be possible:
- • Kevin Lane Keller, et al., “Brands and Brand Management”, Strategic Brand Management, 3rd Edition, Pearson Publications, 2011 – To examine the basic building blocks of brand management and to understand how Hidesign built a luxury leather brand with its unique brand positioning and brand communication strategies
Case Positioning and Setting
This case frame was used as an inaugural case in Brand Management course, where all the critical elements of building a brand were examined, analyzed, discussed and debated. Accordingly, this case frame may be used for either of the following:
- • MBA Program: Brand/Strategic Brand Management Course – To introduce the Strategic Brand Management process
- • MDPs/EDPs: To understand the critical elements of building a global luxury brand in the light of Hidesign’s brand journey
Preamble to the Case Analysis
This case frame, being the inaugural case in Brand Management course was very helpful in laying out the critical elements of strategic brand management process. This case frame, with the help of photos/advertisements in each of the section and the accompanying questions, was used to unravel different, yet united elements of what makes a sustainable luxury (leather) brand. While the classroom orchestration followed the sections outlined in the case frame, the faculty may decide to focus on 1-2 or 2-3 or all of the 5 sections. All the 5 sections were discussed in our class and accordingly, the suggested orchestration, based on our classroom analysis is presented in Exhibit (TN)-I....................