Marketing: Luxury Branding  Short Courses

This course takes a strategic view of the dynamic characteristics and opportunities within the global luxury goods and services industry, one of the fastest growing areas in business. Built upon the principle of creating and developing a luxury brand, this course takes a detailed look into luxury, branding and management across the full value chain. Topics include a review of the three major players in the luxury world, luxury brand positioning, pricing, legal aspects, designing and implementing luxury brand strategies, creativity in luxury brand management and more. Through analysis of contemporary fashion companies, you will be introduced to the latest theories alongside professionally oriented implications in luxury brand management. Upon completion of the course, you will have acquired the ability to successfully develop, implement and manage luxury brand marketing campaigns.

Course Information

Dates and Fees to be confirmed

Tutor Info

Saud Ahmad is a marketing consultant provides services to business clients. Saud holds a Master Degree in International Business from London Metropolitan University. He regularly consults with the executives from variety of fields to help create marketing solutions in today's business environment. Currently he is teaching marketing at different educational institutions in UK and Europe. His work focuses on how leaders, brands and organizations learn to communicate by telling their stories of identity.

Eligibility

Please note this is not a beginners course. Student  must have  an  understanding  of marketing concepts and practices.

English Requirements

Applicants must be proficient in written and spoken English.

What will I learn?

SessionTopic
1Brand management Fundamentals
2The Uniqueness of the Luxury Brand Industry II: Competitive Advantage requirements and successful business models in  the luxury brand industry and a review of three major players (LVMH, Richemont, and PPR Gucci)
3Luxury Brand positioning
4The Value chain and management issues: Retail vs. Wholesale, Pricing and the risk of the major key account
5The Luxury Brand: The value of a brand, Characteristics, Brands and Brand Signs and the legal aspects
6Designing and implementing Luxury brand strategies
7Creativity in Luxury Brand Management
8Luxury Retail Management
9Luxury Digital Marketing and Analytics
10Developing a Luxury brand equity measurement and management system

Recommended Reading

Chevalier, M. and Mazzalovo, G., 2012. Luxury Brand Management: A World of Privilege, Second Edition, Singapore: John Wiley & Sons

Recommended reading and any other additional resources

Branding Theories and Models (Text):-
Kapferer, J.N., 2012. Strategic Brand Management. Fifth Edition,  London: KoganPage

Keller, K.L., 2012. Strategic Brand Management. Fourth Edition, US Prentice-Hall

De Chernatony, L., McDonald, M. and Wallace, E., 2010. Creating Powerful Brand. Fourth Edition, London: Elsevier Butterworth Heinemann

Brand Luxury (Text):-
Kapferer, J. N. and Bastien, V., 2009. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: KoganPage.

Okonkwo, U., 2007. Luxury Fashion Branding: Trends, Tactics and Techniques. NY: Palgrave Macmillan

Tungate, M., 2009. Luxury World: The Past, Present and Future of Luxury Brands. London: Kogan Page

Specific Journals Used for this module:
Okonkwo, U., 2009. The luxury brand strategy challenge.  Journal of Brand Management, 16(5/6), pp.287-298

Han, Y.J., Nunes, J.C. and Drèze, X., 2010. Signalling status with luxury goods: The role of brand prominence. Journal of Marketing, 74 (4), pp.15-30

Tynan, C., McKechnie, S. and Chhuon, C., 2010. Co-creating value for luxury brands. Journal of Business Research, 63 (11) pp.1156–1163

Berthon, P.R., Pitt, P., Parent, M. and Berthon, J.P., 2009. Aesthetics and Ephemerality: observing and preserving the luxury brand. California Management Review, 52(1), pp.45-66
Giacalone, J. A., 2006. The market for luxury goods: the case of the comité colbert1. Southern Business Review, 32(1) pp. 33-40

Shukla, P. and Purani, K., 2011. Comparing the importance of luxury value perception in cross-national contexts. Journal of Business Research, Vol. 10 (7) pp.1-8
Shukla, P., 2011. Impact of interpersonal in influence, brand origin and brand image on luxury purchasing intentions: Measuring interfunctional interactions and a cross-national comparison, Journal of Business World, 46(2), pp. 242-252

Shukla, P., 2010. Status consumption in cross-national context: Socio-psychological, brand and situational antecedents, International Marketing Review, 27(1), pp. 108-129

Yoo, B. H. and Lee, S. H., 2009. Buy genuine luxury fashion products or counterfeits? Advances in Consumer Research 36, pp. 280-286
Wiedmann, K.P., Hennigs, N. and Siebels, A., 2009. Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), pp. 625–651
Vigneron, F. and Lester, W. J., 2004. Measuring perceptions of brand luxury. Journal of Brand Management, 11( 6), pp. 484–506

Leading Journals in Luxury Brand Management

  • Journal of Brand Management
  • Journal of Product and Brand Management
  • Journal of Brand Strategy
  • Journal of Marketing
  • European Journal of Marketing
  • Journal of Marketing Management
  • International Marketing Review (IMR)
  • Journal of Marketing Research
  • Journal of the Academy of Marketing Science
  • Journal of Consumer Research
  • International Journal of Research in Marketing
  • International Journal of Advertising
  • Journal of Advertising Research

Popular Marketing Magazines

  • Brand Equity
  • Brand Edge
  • Business Week
  • Brand Strategy
  • Campaign
  • Marketing Week
  • The Marketer (CIM)
  • Precision Marketing (Haymarket)

Application Deadline: