Luxury brand management
Luxury brand management
The core conceptual understanding of the luxury brand management course is balanced with industry insights. Students analytically assess how perceptions of luxury value evolve across different product and market contexts and investigate how individual consumers’ characteristics, social dynamics, and brand-related factors affect decisions to purchase luxury products and services.
What you will learn
- Gain knowledge and understanding of the world of luxury brands
- To identify luxury target customers and their needs
- Develop an understanding of how to build target customer profiles
- To understand the brand positioning and its impact on luxury brands, and various methods to communicate luxury brand values