Luxury brand management
Professor: Claude Chailan
University of Strasbourg Business School (France)
Schedule:June 3 - June 13, 2014 (6:00 p.m. - 9:00 p.m.), June 7 (9:00 a.m. - 12:00 p.m.)
This course 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 provides an overview of luxury brand management, ranging from history to brand equity issues and delivers a set of tools used by managers for effective luxury brand management. Finally, the course focuses on the industry´s challenges from a societal perspective and discusses luxury marketing ethical issues.
Claude Chailan is the Director of the International Executive MBA program at EM Strasbourg Business School. He received a PhD in Management from the University of Nice, Sophia Antipolis (2005). Prior to joining academia, he held high-level positions in international management from 1985 to 2000, including senior positions at Dannon, Sara Lee and L’Oréal. He was actively involved in the development of international brands in France, Mexico and Venezuela, as COO or CEO of these international companies’ local subsidiaries. His research interests include the links between arts, marketing and strategy.
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