Harmont & Blaine: A Successful Dachshund to Build the Values and Brand Identity

Abstract

Harmont & Blaine is one of the most dynamic and successful companies in the Italian fashion industry, with about 100 mono-brand stores throughout the world. Born as a small family business in Caivano, a small city in the Naples province, the company has achieved successful competitive performance in less than 10 years despite competing with international fashion giants. The brand enjoys international recognition as being synonymous with top quality casualwear. The company’s philosophy reinterprets the Italian sartorial tradition through creative combinations of different colors, fibers, and patterns, in order to offer a high quality total look solution to its customers. Over the years, Harmont & Blaine has invested various resources in the building of a brand identity consistent with this philosophy. This case explains how the building of a strong brand identity requires the management of visual identity, brand promise, brand personality, and brand communication.