Return to Previous Page

Hidesign’s Strategic Brand Management

BRAND MANAGEMENT, BRAND MANAGEMENT
ET Cases, 19 pages
AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary

Case Preview

Hidesign’s Strategic Brand Management

 

If a picture can speak thousand words, the following pictures (advertisements) might tell the story of building an Indian global brand. The following are a set of collated pictures depicting different, yet, substantial and sublime parts of building the Hidesign brand. Hidesign, the Indian leather goods’ brand has come a long way since its ‘unintended’ beginning in 1978. Construct the building blocks of Hidesign’s brand with the help of questions that accompany each set of advertisements/pictures...........

Teaching Note Preview

Hidesign’s Strategic Brand Management

 

Synopsis

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....................

$4.57
Rs 0
Product code: BM-5-0005, BM-5-0005A

Abstract


This case frame is meant to introduce the participants/students to the basic building blocks of Brand Management. With very carefully chosen and relevant  pictures/advertisements which indicate Hidesign brand's meteoric rise in building a premium leather brand, this case frame attempts to lay out all the critical elements of building a sustainable brand. The accompanying pictures, based on the idea of less is more, enable the participants/students to connect the dots between the four building blocks of strategic brand management process: (a) Identifying and establishing brand positioning; (b) Planning and implementing brand marketing programs; (c) Measuring and interpreting brand performance and (d) Growing and sustaining brand equity. As this case frame is meant to be positioned as an inaugural case in Brand Management course, a clinical analysis of the pictures provides an overview of all the critical elements of brand management.



Pedagogical Objectives

  • To discuss and debate on the differences between a product and a brand and analyze how Hidesign has positioned its brand through its products and intended customers
  • To analyze how Hidesign indulges in branding through its stores, products and packaging and also examine how Hidesign’s brand communication strategies complement its brand positioning
  • To evaluate the role of retailing offline and online in building Hidesign's brand equity
  • To have an overview of the four building blocks of strategic brand management process
    (a) Identifying and establishing brand positioning;
    (b) Planning and implementing brand marketing programs;
    (c) Measuring and interpreting brand performance and
    (d) Growing and sustaining brand equity

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 - Introduction to 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




This Case Pack Includes:
- Abstract
- Case Frame
- Teaching Note (**ONLY for Academicians)
$4.57
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)