Nappa Dori: Crafting the Branding Strategy
商品編號：9B19A043
出版日期：2019/08/30
再版日期：2019/08/30
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：marketing;branding strategy;luxury brands;emerging markets
難易度：5 - MBA/Postgraduate
內容長度：15 頁
地域：India
產業：Retail Trade;
事件年度：2018
The Indian luxury leather brand Nappa Dori, founded in 2010 in Delhi, had a product range that included a luxury line of trunks, bags, accessories, and bespoke projects for its prestigious clients, which included international luxury hotels and airlines. The brand had earned worldwide recognition from global luxury clients, and by 2017, it had seven stores, a design studio, and two cafes in India as well as one destination store at a luxury resort in the Maldives. The company’s self-taught designer-owner wanted his brand to be globally recognized as an affordable luxury brand from India by 2020. However, he often wondered whether his brand story was on the right track. For instance, was it a good idea to expand into related categories while creating a unique user experience? Should Nappa Dori focus on setting up shops in luxury destinations around the world? Did the young brand have the right story to resonate with globe-trotting luxury connoisseurs? To build a global luxury brand, the firm needed to craft a unique experience that resonated with luxury connoisseurs. The founder knew that what had started as an organic exploration into luxury now needed a well-crafted blueprint as it entered the next phase of sustainable growth toward achieving global recognition.
教學手冊：8B19A043;
補充材料：