Luxury Brand

Creating and Developing Luxury Brands

Instructor: Philippe Mihailovich

COURSE DESCRIPTION

An intensive high-level back-to-back module that provides a solid theoretical grounding for managing the complexities of contemporary luxury branding. The course reveals unique branding tools used to transform a simple commodity into an authentic luxury brand. Students will be challenged to create their own luxury brands based on in-depth international research. Students work on researching, creating and developing a sustainable brand DNA.

OBJECTIVES

The course prepares students to enter the workplace with knowledge and skills that can be immediately applied. Coherent brand architecture is a key component of the firm's overall international marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalise the firm's branding strategies. The latest theories and cutting-edge thinking are introduced with interactivity to enable students to work with real issues faced by today's brands. Intensive individual research is required as well as ideally, a foundation in Consumer Behaviour, Market Research or Marketing.

ORGANIZATION AND CONTENTS

Luxury and Branding Theory: French Luxury versus American approaches, Maison vs Corporate Brands, ‘Haut Luxe’ versus Luxury Brand. Creating Brand Identity DNA, Architecture & Strategy. Essentials of Place Branding. Workshop session. Groups will be expected to work on overnight class projects as well as personal presentations with brand plans and press releases. Videos, films and radio interviews will be provided to reinforce lessons learned.

ASSESSMENT

Grading: the final mark will be based on attendance 15%, Class Participation and Group work 15%, Personal Projects 70%

BIBLIOGRAPHY

Recommended text:

Kapferer & Bastien, "The Luxury Strategy" (Dec 2008) Kogan Page

Tungate, M, "Luxury World" (Oct 2009) Kogan Page

Suggested Textbooks: ‘Chevalier, M &...