What is luxury brand management all about? How do you define a luxury brand? Is it only about price? Or is there more to it?
Vincent Bastien, former CEO of Louis Vuitton, and currently Professor of Marketing at HEC School of Management in Paris, believes that luxury is a much misunderstood term. A product that commands a high price does not necessarily make it a luxury brand. So what does?
According to Bastien, luxury brand management is a science in itself, which a lot of companies don’t understand.
So what is a luxury brand? How do you define it? What does luxury brand management really entail? Does segmentation work in luxury? And do the traditional rules of marketing work for luxury brands?
In an interview during his recent visit to CKGSB, Bastien, author of The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (with Jean-Noel Kapferer), busts a lot of myths that surround luxury brand management, and even offers some surprising advice.
Enjoying what you’re reading?
CKGSB Report
Our Programs
Frontiers in Digital Innovation: AI, Future of Tech & Data Science
Global Unicorn Program Series
This program offers you the opportunity to master AI and data analytics, navigate evolving technology landscapes, and embrace cross-cultural perspectives.
LocationColumbia University, USA
DateMay 20-24, 2024
LanguageEnglish
The Biotech Accelerator Unicorn Program
Global Unicorn Program Series
This program equips CEOs and founders in the life sciences and biotechnology industry with the essential knowledge and connections needed to thrive in this rapidly evolving sector.
LocationUniversity of California, San Diego, USA
DateSeptember 9-13, 2024
LanguageEnglish
Global Unicorn Program: Scaling for Success in the Age of AI
Global Unicorn Program Series
In collaboration with the Stanford Center for Professional Development (SCPD), this CKGSB program equips entrepreneurs, intrapreneurs and key stakeholders with the tools, insights, and skills necessary to lead a new generation of unicorn companies.
LocationStanford University Campus, California, United States
DateDec 09 - 13, 2024
LanguageEnglish
Emerging Tech Management Week: Silicon Valley
This program offers insights into emerging technology developments and the skills required to innovate, grow, and transform your business strategy.
LocationUniversity of California, Berkeley, USA
DateNovember 3-8, 2024
LanguageEnglish
