Luxury Brand Management

This course (Luxury Brand Management) explores the specifics of marketing in the luxury sector. Since brands are intangible assets, creating and nurturing a strong brand is a challenge. This is particularly true with luxury goods and on international markets where brand identity and image can have a dramatic impact on purchasing decisions. The course combines the most recent brand management knowledge with practical application and develops a framework for understanding the key components of effective marketing for luxury brands. Finally, the course allows students to analyse the dynamics of the luxury goods and services sector and to critically evaluate luxury brands practices.