Professor Jean-Noël Kapferer is recognized as the promoter of key concepts of modern brand management.

 

 

• Read the article A richer understanding of luxury
• The other Majors

 

Target Audience

This Major is designed for participants who either already manage luxury brands and companies or will be doing soon.

Locations and academic partner

Two one-week sessions: Paris (May) and Milan, Italy (October)
Academic partner: Bocconi University

Context

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.

Objectives

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.

• It is an ambitious program which will lead participants deep into to the culture of luxury in order to grasp the essence of its management.
• It is a business-oriented program, with the goal of making participants able to take the right and relevant strategic decisions related to the marketing of luxury brands anywhere in the world.
• This is not about learning mere techniques but about understanding luxury in depth so that the nature of the business decisions to be made, day after day, flows naturally from this understanding. It is hard to become a luxury brand, it is easy to stop being one, even unwillingly.

Content

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

Faculty

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.

Your contact

More information on this Major: Marie Simonsen simonsen@hec.fr  +33-(0)1 55 65 59 54