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.

1. HIDESIGN’S STRATEGIC BRAND MANAGEMENT
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
ABSTRACT
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