|Module / ECTS / Path / Specialisation||Module :Luxury Brands Management : 5 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
This course explores the specificities of marketing in the luxury sector. Since brands are intangible assets, creating and nurturing a strong brand is a challenge, particularly in luxury goods and on inter-national markets, where brand identity and image can have a dramatic impact on purchasing deci-sions.
The course will essentially deal with three main questions.
It first provides an overview of luxury brand management, starting from history, brand functions and brand equity issues. It then delivers a set of tools used by brand managers for effective luxury brand management. Finally the course focuses on the challenges faced by the luxury industry from a socie-tal perspective and discusses luxury marketing ethical issues.
The course combines the most recent brand management knowledge with practical application, and develops a framework for understanding the essential ingredients of effective marketing of luxury brands.
- Demonstrate an understanding of the dynamics and international dimension of the luxury goods and services sector
- Demonstrate their ability in the management of the complex interrelationships between all business functions within the luxury goods or services enterprise
- Analyze the vital role brands play in the luxury environment and use a methodology for analyzing brand identity, image, and value for customers
- Appraise , discuss and critically evaluate functional business theories, principles, and practices as they relate to the luxury sector
Session 1 - What makes strong brands?
1 / The origins of branding
2/ The triple brand contract
Session 2 - The brand audit
1 / What is in a brand? Image and identity
2 / Marketing research and brand assessment and conjoint analysis
3 / Brand equity
Session 3 -How to define luxury?
1 / A socio-historical perspective of the world of luxury goods
2 / What luxury is and what it is not
3/ Key figures about the market
Session 4 - The DNA of luxury brands
1 / A general principle: Incomparability
2 / What makes a luxury brand specific
3 / The paradoxical mix
Session 5 - Luxury does not come in one size
1 / Luxury customer behavior: conspicuous consumption and the self
2 / A luxury brands and customers typology
3/ The value of luxury brands
Session 6 - The business model of luxury products and services
1 / The business model concept
2 / Business modeling in the luxury industry
3/ Key players in the category
Session 7 - Brand territory and extensions
1 / The brand territory matrix
2 / Stretching the brand in the luxury business
3 / Brand portfolios
4/ Time boundaries: Is the PLC relevant for luxury brands?
Session 8 - How to create a luxury brand
Session 9 - Luxury challenges to come
1/ Masstige and Premium champions
2/ COO, ethics and counterfeiting
Session 10 - Présentations teamwork
There is no need for any specific pre-requisite courses, although previous attendance to one or more classical marketing courses (such as Consumer Behaviour, Marketing Research, Fundamentals of Marketing) might be helpful
Kapferer, J.-N., Bastien, V. (2012), The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, 2nd edition, Kogan Page
Other books, by order of relevance with respect to the course
‐ Som, A., Blanckaert, C. (2015), The Road To Luxury: The Evolution, Markets and Strategies of Luxury Brand Management
‐ S. Reinecke, B. Berghaus and G. Müller-Stewens (2014),The Management of Luxury, Kogan Page, London
‐ Wiedmann and Hennigs (2013), Luxury Marketing: A Challenge for Theory and Practice, Spring-er Science and Business Media Editions
- Haire M. (1950), “Projective Techniques in Marketing Research”, Journal of Marketing, vol. 14, April, 649-656
- Breneiser, J.E., Allen,S.N. (2010) “Taste Preference for Brand Name versus Store Brand Sodas”, North American Journal of Psychology, vol. 13, n°2, 281-290
- Berthon P., Pitt L., Parent M., Berthon J.-P. (2009), “Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand”, California Management Review, vol. 52, n°1, 45-66
- Wetlaufer, Suzy (2001), “The perfect paradox of star brands: An interview with Arnault of LVMH”, Harvard Business Review, 79 (9), 116-123
-My week as a Room-Service Waiter at the Ritz, by Paul Hemp; HBR reprint R0206B
-Jiang, L., Cova, V., (2012), “Love for Luxury, Preference for Counterfeits - A Qualitative Study in Counterfeit Luxury Consumption in China”, International Journal of Marketing Studies, vol. 4, issue 6, pp. 1-9
-Effects of counterfeits on the image of luxury brands, Hieke, Journal Brand Management, 2010
S.T. Dupont, Back to Brand? ECCH 512-051-1
Case Study :
Club Med: is the Phoenix rising from the Ashes? , ECCH 511-060-1
Case study: Havana Club: Cuban Ron Guerilla : Forthcoming
Such behaviors as...
... may lead to expulsion from classes.