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.
Claude Chailan is the International Executive MBA program Director at EM Strasbourg Business School. He holds a PhD in Management from the University of Nice, Sophia Antipolis (2005). Prior to joining academia he held highlevel positions in international management (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 companies’ local subsidiaries. His research focuses on the links between marketing and strategy in the fields of Luxury Goods and Services Management, Brand Management and Business Models.