This course will provide students with a full understanding of the facets that characterize a luxury brand. What is a luxury brand? How can it be differentiated from other brand types and what kind of luxury brands exist? What makes the identity and the components of a luxury brand and how did luxury brands emerge?
These and many more questions will be discussed in this 2 x 12 h class animated by Dr. Michaela Merk. At the end of this course students should be able to :
•Analyze different luxury brands
•Identify the luxury aspect in a brand and its components
•Understand the differences in luxury brands in the past and today
This class is a free device class.
Michaela MERK
Séminaire
English
No particular prerequisites necessary
Autumn 2023-2024
•60% Case study (group work, written report)
•20% Oral Presentation and Q&A of the Case study (Individual grade)
•20% Class Participation (Individual grade)
CASE STUDY
•Choose one of the two the iconic brands your team received.
•Visit at least one store of this brand in order to discover its universe in real
•Develop a creative board/ object illustrating the universe of this brand (free inspiration)
•Present in your team the creative artwork as it was a masterpiece in a museum and allow all students to fully dive into its world. Integrate in your presentation your experience during your store visit. You can produce slides in order to clarify the brand universe / Key dates. Every student presents. Total presentation time : 20 minutes
•In your presentation try to respond to the following questions:
What makes this brand a luxury brand?
What is its absolute uniqueness in its positioning?
What brought this brand to success?
Where do you see future challenges? Propose future solutions.
•Prepare a maximum 10 pages report (1,5 spaced) in which you answer all of these questions and outline your analysis.
2 hours of interactive teaching / discussions/ videos / slides/ case presentations/ numerous examples high energy
Kapferer, JN, (2015), Kapferer on Luxury : How Luxury brands can grow yet remain rare, Kogan Page
Merk, M, Michel, G. (2019), The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception, Journal of Retailing, 339-352
Som, A., Blanckaert, C. (2015), On the road to luxury : the evolution, markets and strategies of luxury brand management, Wiley