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Professor Jean-Noël Kapferer is recognized as the promoter of key concepts of modern brand management.
You need to create new luxury brands or develop the business of existing ones.
This Major is designed for participants who either already manage luxury brands and companies or will be doing soon.
Two one-week sessions: Paris (May) and Milan, Italy (October)
Academic partner: Bocconi University
The growth of the Luxury sector is one of the striking economic facts of the last thirty years.
Where there is high economic growth, luxury sales are booming, pushed by the emergence of a new group of very rich people (from business, art, sports, entertainment culture, internet...etc.) and also by the emulation they create in the middle class.
Asia, and China in particular, is now recognized as the land of the future of Luxury. Luxury brands’ sales demonstrate that Asian consumers are in love with luxury. Luxury Groups now aim at the BRIC countries (Brazil, Russia, India, China) for their growth rates which are the best indicators of high prospects for luxury business.
Luxury has received the interest of many corporations who see in “premiumization” a profitable strategy and of governments who realize the exportability of the Luxury sector. But luxury brand management is not at all the same as usual brand management. In fact, it even requires an unlearning of classic management and marketing rules.
The creation of the HEC EMBA Luxury Major is a direct answer to this situation. It is a response to the needs of luxury corporations and those executives who will have to create new luxury brands or develop the business of existing ones. HEC Paris is the most legitimate business school in the world for the academic advancement of luxury considering the number of luxury company CEOs among its alumni.
The HEC EMBA Luxury Major aims at endowing participants/executives with all the skills and understanding necessary to develop and manage luxury brands and companies.
To achieve these ambitious objectives, HEC EMBA Luxury Major has created a specific two-week program with unique facets. Module 1: “The Luxury Strategy” – HEC Paris and Module 2: “The Luxury Strategy” – SDA Bocconi Milan
Jean-Noël Kapferer is the Academic Director of the Major in Luxury. Prof. Kapferer, PhD, is Professor, Department Marketing. His centers of interest are: Brand Strategy New Concepts and New Methods in Communication..Jean-Noel Kapferer is the European authority on brand management.
Jean-Noël Kapferer is recognized as the promoter of key concepts of modern brand management.
He was an early advocate of the concept of brand identity, at a time when American academic pioneers on brand equity did not even know the concept. He is also a constant promoter of the holistic approach to brand identity, congenial to European or Asian brand management, unlike north American theorizing which holds brands as a sum of attributes.
More information on this Major: Marie Simonsen firstname.lastname@example.org +33-(0)1 55 65 59 54
The EMBA definitely shifted my paradigm on how to view the luxury market from an international strategic standpoint. I’ve gained many insights, and my career path and future are bright. I am now working on developing our company brand and luxury hospitality services.