COURSE TITLE : Brand Management and branded experience cre ation in Luxury markets

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Organisation du cours
Code du cours :
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!utre pr-requis :
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$ots cl%s& en 'ran(ais :
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$ise ) *our le :
Context, issues, objective
Luur+ and 'ashion mar,ets present unique characteristics in terms o' sense ma,ing and the
need to consume meaning'ul and eperiential "rands- The s,ills that luur+ and 'ashion
companies sho. in creating/ managing and eploiting rich cultural "rands are "ecoming
determinant 'or the success o' "rands in 0$C1/ dura"le goods and ser#ices- Turning !pple
"rand into an icon/ 'or eample/ depended deepl+ on the use o' an approach to "rand "uilding
that is rooted in luur+ mar,ets-
The course aims at o''ering participants the 'ollo.ing s,ills:
a& 2nderstand the ,e+ aspects o' luur+ and 'ashion mar,ets
"& 3ecome 'amiliar .ith the ,e+ aspects o' luur+ and 'ashion "randing
c& 4no. ho. to "uild a strong "rand identit+ .ith deep cultural meaning eperiential
implications
d& 2se the di''erent options in "rand port'olio management
e& $anage 'ashion and luur+ "rands through their li'e c+cle
'& $easure luur+ and 'ashion "rand #alue
Knowledge to be acquired when completing the course
Characteristics o' luur+ and 'ashion mar,ets and their managerial implications
3rand management
$anaging "rands in eperiential mar,ets
3rand "uilding
3rand port'olio management
Eploiting "rand equit+ in 'ashion and luur+ mar,ets
For the school staff only
Teaching methods and recommended reading
0rontal lectures
1roup .or,
Case histor+ presentation and discussion
Posner/ 5- %6788& 9$ar,eting 0ashion:/ Laurence 4ing Pu"lishing/ Ltd- London-
4ap'erer/ ;-<-/3astien/ V- %6786&- 9The Luur+ Strateg+:- 4ogan Page/ London-
Che#alier/ $-/ $a==alo#o/ 1- %6786&- 9Luur+ 3rand $anagement:/ ;ohn >ile+ and Sons/
Singapore-
Plan of course (sample dates only
Day one: introduction to luxury markets
What is luxury? The labyrinth of defntions
The evolution of luxury
Contemporary dimensions of luxury
Case history: Vertu
The luxury industry worldwide
Facts and fgures
The key players in luxury markets
The diferent approaches to luxury building: French and Italian ways to luxury
Organising for luxury
The luxury value chain
The key aspects of luxury creation and delivery
Day two: Understanding the role of brands in luxury and fashion markets
Brand as value creator in luxury markets
Brand defnition and dimensions
Assessing the value of brands as intangible assets
The Counrty of Origin efect in luxury and fashion markets
Building brands in the luxury market:
The elements of brand identity
The brand identity prism
Incident: re-construction brand identity for a major fashion brand (I usually work
with the Giorgio Armani brand, but if you prefer, we can set up an exercise for a
French brand: i.e Hermes, Cartier, etc.)
The role of heritage in luxury and fashion brand identity: craftsmanship and
authentic as brand values
The role of strategic products (the brand pyramid)
Case history: Shangai Thang
Day three: Managing brand portfolios
The diferent approaches to branding in luxury and fashion
Designer brand vs brand portfolio
Implications of branding decisions on business models and company growth and
expansion
Incident: Ralph Lauren brand headache
The diferent role of brands in brand portfolios
Strategic brands, silver bullets, local brands and linchpins
Brand drivers, sub-brands and endorsers
Defning the branding tree
The role of design in integrating diferent brands
Case history: Burberry
Day four: Delivering branded experiences
Defnition of customer experience
The diferent approaches to customer experience: from purchase process analysis
to engagement
The drivers of customer experience and its relevance in luxury markets
How to brand an experience: delivering superpowers to customers
The right experience mix
The role of event, PR and advertising: How Web 2.0 is reshaping the landscape of
communication in luxury markets
Services and customisation applied to luxury markets
The role of internet and mobile applications in contemporary luxury markets
The App market for luxury brand
The role of point of sales in creating customer luxury experience
Case History: Apple brand experience
Day fve: The role of branded communities in brand management and the
measure of brand power
Building and managing branded communities
The concept of community and the value of social links
Diferent types of branded communities
The diferent subjects involved in a branded communities and how to engage them
Incident: Ferrari Owners Club and Ducati community based brand positioning (how
to deal with closed and open brand communities)
The measure of brand power
The concept of brand equity
How to measure brand equity
Market research in the luxury market
Assessing the brand reputation through Web and Web 2.0 tools and analytics
Incident: use of Web 2.0 survey tools to defne the power of a brand (I usually ask
students to use some online research tools and conversation trackers to evaluate
the power of fashion or luxury brands in digital environments)
!ssessment "ethods
a& case histor+ presentation and discussion
"& class participation
c& 'inal indi#idual .ritten eam %open questions&
d& 'inal group eam %pro*ect presentation&
#ibliographic $lements
Ahmed, S. and d'Astous, A. (1996), Country of origin and brand effects: a muti!dimensiona
and
muti!attribute study", Journal of International Consumer Marketing, #o. 9 $o. %, &&. 9'!11(.
Aa)er, *. (1991), Managing Brand Equity: Capitalizing on the value of a brand name, +he ,ree
-ress, $e. /or).
At.a, 0., 1iiams, A. (%229). 3u4ury brand mar)eting 5 +he e4&erience is e6erything7,
Journal of Brand Management
,ionda, A.8., Christo&her 8. 8. (%229), +he anatomy of the u4ury fashion brand, Journal of
Brand Management
9a&ferer, :. $. (%221), trategi! Brand Management: Creating and ustaining Brand Equity
"ong #erm, %
nd
edition, 9ogan -age, 8iford, C+.
9eer, 9. 3. (%22'), Strategic Brand Management: Building$ Measuring$ and Managing Brand
Equity, %
nd
edition, -rentice ;a, Sydney.
Steen)am&, :.!<. =. 8. (1992), Conce&tua mode of the >uaity &erce&tion &rocess", Journal of
Business %esear!h, *ecember, #o. %1 $o. ?, &&. '29!'''.