Luxury Brand Management

The course on Luxury Brand Management provides a comprehensive understanding of the principles, strategies, and dynamics involved in managing luxury brands. It explores the unique characteristics of the luxury industry and equips students with the knowledge and skills to successfully navigate this exclusive sector.

The course delves into the essence of luxury, examining its historical context, cultural significance, and evolving consumer behaviors. Students will explore the concept of luxury and its association with craftsmanship, exclusivity, heritage, and storytelling. They will gain insights into the psychological and emotional aspects that drive luxury brand consumption and loyalty.

Through a combination of theoretical frameworks and real-world case studies, students will learn the strategic elements of luxury brand management. They will analyze brand positioning, brand identity, and brand equity, and understand how these factors contribute to the success and long-term sustainability of luxury brands.

The course will delve into the complexities of luxury brand marketing, examining the unique challenges and opportunities in effectively targeting affluent consumers. Students will explore various marketing strategies, including experiential marketing, influencer collaborations, and digital engagement, to create compelling brand experiences and foster brand engagement.

Students will also gain insights into the management of luxury retail operations, including store design, visual merchandising, and customer service. They will learn how to create a luxurious and immersive retail environment that reflects the brand's values and resonates with the target audience.

In addition, the course will cover the principles of luxury brand extension and diversification. Students will explore the strategic considerations and risks involved in expanding luxury brands into new product categories or entering new markets while maintaining brand integrity and exclusivity.

Ethical dimensions and sustainability in luxury brand management will be explored, considering responsible practices in sourcing materials, production, and social responsibility initiatives.

Throughout the course, students will engage in critical thinking exercises, group discussions, and practical projects to apply their knowledge and develop strategic thinking skills in managing luxury brands. By the end of the course, students will have a deep understanding of the luxury brand landscape and the skills required to excel in the dynamic and evolving luxury industry.