Luxury Brand Management - Business Intelligence (2022)

INTRODUCTION

CHAPTER 1 - SPECIFICITIES OF THE LUXURY INDUSTRY

WHAT IS SO DIFFERENT ABOUT THE LUXURY INDUSTRY?
The meaning of size
Sales figures are difficult to compare
How many employees?
The specific financial characteristics
A very high break even
A limited cash need
A different time frame
a) The specific case of the fashion cycle
b) The time necessary for a turn around or a major change
KEY TO SUCCESS IN LUXURY GOODS
1.The need for a strong name
Why are you better off with the name of a person?
Brand extension and legitimacy
To make products that can be identified
a) The primacy of design
b) The “reason for being” behind each product
Products must be part of the social and cultural environment
a) How to keep in line with social trends?
b) Should one react when out of phase with the trends?
THE MAJOR OPERATORS
1. What is the size of the luxury market?
How the French and the Italian perform?
It this an oligopoly or an open market?
The three large corporations
a) LVMH
b) Richemont
c)PPR Gucci
Can the mono brand company survive?

CHAPTER 2 - MAJOR LUXURY SECTORS

(Video) How Apple and Nike have branded your brain | Your Brain on Money | Big Think

A THE READY TO WEAR ACTIVITIES
1. The specific fashion business and the way to operate
The different nationalities
How to develop a brand?
How to make money?
2. Key management issues
a) The creative process
b) The worldwide presence
c) Why is it difficult to make money?
3. The most frequent organization structure
B. THE PERFUMES AND COSMETICS BUSINESS
1. The perfumes and cosmetic market
a) Consumer expectations
b) Product types
c) The financial aspect
2. The major operators
a) The major brands
b) The major corporations
c) Is there room for outsiders?
3. Key management issues
a) Sophisticated marketing
b) Worldwide advertising and promotion
c) Managing distribution networks
Organization structures
C. WINES AND SPIRITS
1. The wines and spirits market
a) The “brown” products
b) The “white” products
c) Champagnes
d) Other categories
2. The major operators
a) The major brands
b) The major corporations
3. Key management issues
a) Dealing with mass merchandisers
b) The need for a worldwide structure
c) Financing inventories
d) The need for “pull” marketing
4. Organization structures
D. THE WATCH AND JEWELRY MARKET
1. The market
a) The jewelry market
b) The watch market
2. The major operators
a) The jewelry brands
b) The watch brands
3. KEY MANAGEMENT ISSUES
a) Retail versus wholesale
b) Pricing and product lines for jewelry and watches
c) The risk of the major customer
4. Organization structures

CHAPTER 3 - THE POWER OF THE LUXURY BRAND

A. THE VALUE OF A BRAND
1. The methodology of Interbrands
2. The luxury brand in the total universe of brands
3. The luxury brands in the top 100
B. THE CHARACTERISTICS OF A BRAND
1. The brand as contract
2. Brands and time
3. Brands and society
C. THE BRAND AND ITS SIGNS
1. Brand names
2. Logos
a) The functions of the logo
b) A few forms of logo
c) Managing logos
d) Logomania
3. Other signs of recognition
D.THE LEGAL ASPECTS AND THE DEFENCE OF A BRAND
1. Brand protection
a) brand registration
b) Registration renewal
c) the original regustration
2.Fighting counterfeit activities
a) The case of knock offs and tables of correspondence
b) The case of Chinese or Korean counterfeits
c) The “lenient” countries

CHAPTER 4 - PRODUCT LYFE CYCLE

1. Measuring a brand’s strength
2. The birth of a brand
Growth of a brand
a) Sectorial growth
b) Geographical expansion
c) New categories of products
d) Optimization of internal processes
e) Brand repositioning
f) Conclusion
A brand's maturity
Decline, relaunching and death of a brand
a) Continuing decline
b) The death of a brand
c) Relaunching
Global brands, local brands
a) Conditions and advantages of a global strategy
b) Possibilities for local strategy
c) The vulnerability of global brands

CHAPTER 5 - THE LUXURY CLIENT

(Video) AI in Fashion | How AI is changing fashion industry | AI | Artificial Intelligence

A. WHO ARE THE LUXURY CLIENTS?
1. The rich, the very rich or everybody?
2. The excursionists
B. THE NEW CONSUMER
1. New customer expectations
2. New customer behaviors
C. ARE THE CLIENTS FROM DIFFERENT NATIONALITIES SIMILAR?
1. Differences in consumption patterns between nationalities
a)The ready to wear and accessories
b)Perfumes and cosmetics
c)Wines and spirits
2. Differences in attitude between nationalities
3. The RISC study

CHAPTER 6 - BRAND IDENTITY

A. A STILL TOO UNFAMILIAR CONCEPT
B. TOOLS FOR ANALYZING BRAND IDENTITY
1. The identity prism
2. Brand ethic and aesthetic
The semiotic square
Semiotic mapping
The narrative scheme
3. Others analytical models
C. FROM THE SEMIOLOGIST TO THE MANAGER
1. Brand identity and consumer identity
2. Single identity/multiple perceptions
3. The need to evolve
D. THE LIMITS OF BRAND IDENTITY
1. Operational implications
2. The place of the brand identity in company strategies
3. Limitations of the concept of identity
4. The responsibilities of the company

CHAPTER 7 - MANAGING CREATION
A. NATURE OF THE CREATIVE ACTIVITIES
B. ORGANIZATION OF THE CREATIVE FUNCTION
1. Example of some leather goods brands design organizations
2. Mass market versus luxury brands
C. MANAGING THE PRODUCT
1. The Collection Plan
2. The Collection Calendar
3. The Product Empowerment Teams
D. BRAND AESTHETICS
Relevance of the notion of Brand aesthetics
Issues better treated with the notion of brand aesthetics
E.COMMUNICATION ISSUES
Possible brand aesthetics management tools
Conclusion on brand aesthetics
F.BRANDS AND ARTS
1. From brands to arts
2. From arts to brands
Campbell art versus Warhol brand
Museum business

CHAPTER 8 - COMMUNICATION

(Video) Top 10 Fashion Brands 2020-Business Intelligence-BMR

A. OBSOLESCENCE OF THE 4 PS
Table 5 Brand meaning and consumer’s behaviour
B. ADVERTISING
1) The media
2) The advertising process
3) The advertising agencies
C. PR, EVENTS, WEBSITES AND PROMOTION
2) Promotion.
D. THE PLACE OF THE PRODUCT
1) The product tangible attributes
2) The key to the brand’s relationship with the consumer
3) The principal dimension of creation and innovation
4) Always in context
E. COMPANY BEHAVIOUR
1. Uncontrolled behaviours
2. Controlled decisions
F. ACTUAL CONSUMERS
G. WHAT IS GOOD COMMUNICATION?

CHAPTER 9 - INTERNATIONAL DISTRIBUTION

A. INTERNATIONAL “DISTRIBUTION SYSTEMS”
B. THE DIFFERENT “DISTRIBUTION SYSTEMS”
1) Exclusive sales from Paris or Milan
2 )Subsidiaries
3) Local distributors
4) The joint venture system
C. PRICE STRUCTURES
D. THE ADVERTISING BUDGET AND ADVERTISING POLICIES
E. THE SPECIAL CASE OF THE DUTY FREE OPERATIONS
1) The duty free system
2) The major duty free operators
3) The negotiation
F. THE PARALLEL MARKET : REASONS AND CONSEQUENCES
1) The reason why of the parallel market
2) How to collect products for the parallel markets?
3) How to fight the parallel distribution?

CHAPTER 10 – RETAILING

A. BACKGROUND ANALYSIS
1) Store location and site selections
2) In-store behaviour
3) Retailing indices
4) Internal Display rules of thumb in supermarkets
B. RETAILING IN THE LUXURY FIELD
1) Store location and leasing systems
a) store location
b) The different leasing systems and their costs
2) Budget, planning and control
a) The sales target
b) Inventory forecast
c) Purchasing plan
d) Margin control
3) The store information system
4) Staffing, training and evaluation
a) Staffing
b) Training
5) Retail consumer response management
C. THE STORE AS A COMMUNICATION TOOL
1) Landmark projects
2) The store communicating power
THE SAME EXERCISE COULD BE CONDUCTED FOR EACH TYPE OF MANIFESTATIONS TO DEFINE WHAT PART OF THE COMMUNICATION PROGRAM IT COULD BEST CONVEY.
3) Store personnel communication
4) Internal and external display
5) Selling on line
D. THE RETAIL VERSUS THE WHOLESALE MODEL
1. The so-called “ideal” model
2. The exceptions to the “ideal” model
3. The management of retail and wholesale

(Video) How ZARA Uses Data Analytics To Run A Profitable Business

CHAPTER 11 - LOGISTICS AND LICENSING

A. LOGISTICS292
1.Moving the product
2) Outsourcing
KEEPING DIRECT CONTROL OF THE PRODUCTION
3) Deciding not to produce directly
4) Made in China
B. LICENSING297
1) The licensing process
a) The selection of a licensee
b) The development of this new activity
c) The control of licensees
2) Different phases of licensing activities
a) The phase 1
b) The phase 2
c) The phase 3
d) The phase 4

CHAPTER 12 - THE BRAND AUDIT

1. THE BRAND’S IDENTITY
First category: the general esthetic.
Second category: products.
Third category: merchandising.
Fourth category: the consumer.
3. The consistency and coherence transition
4. Perceptions of identity
5. The effectiveness transition
6. The act of purchase
7. The relevance transition
a) Observation of points of sale
b) Financial and management data
c) Organizational charts
d) Strategies and brand identity
e) Manifestations of the brand’s identity
f) Verification of consistency and coherence
g) Analysis of consumers
h) Analysis of competitors and interviews with opinion leaders
i) Verification of effectiveness
j) Verification of relevance
k) Recommendations
B. CRITERIA OF GOOD BRAND MANAGEMENT
1. The product
a)Expertise
b)The product is the principal dimension of creation and innovation
c)The product is its own best advertising
d)The product is the key to the brand’s relationship with the consumer
e)The product is the basis of economic results
2. Identity
a) A differentiated identity
b) A perceived identity
c) A relevant identity
d) A well-managed identity
3. Organization and operational processes
a) Logistics
b) Organization
4. Innovation, attentiveness and reactivity to the market
5. A simple recapitulative diagram

FAQs

What can I do with MBA in luxury brand management? ›

With a degree in luxury brand management, you can learn about, as the name states, brand management along with trend forecasting, retail management, and brand marketing. Once you get your degree, you have the chance to choose from a range of roles including PR specialist and brand manager.

Which are the 3 major characteristics of a luxury brand? ›

Nevertheless, it is important to note that each brand places extra focus on only one of the features shown below:
  • Craftsmanship. ...
  • Exclusivity. ...
  • Materials. ...
  • Design.
10 Nov 2020

What do you do in luxury brand management? ›

What do luxury brand managers do?
  • Create comprehensive product designing and distribution plans.
  • Be in charge of resource allocation and budgeting.
  • Conduct extensive market research to learn about the competition and other luxury products.
  • Plan out and supervise advertising and marketing campaigns.
9 May 2022

What is MA in luxury brand management? ›

Course overview

The MA Luxury Brand Management equips you with the management, entrepreneurial, marketing and professional skills to work in the luxury goods and experiential luxury industry.

Is luxury brand management a good career option? ›

Just a few years ago, luxury brand management was not so common. But, today there is a lot of exciting career opportunities in this field. The most common job that candidates look forward to join in this industry is a profile of a luxury brand manager.

How do I start a career in luxury brand management? ›

To become a luxury brand manager, you must have a bachelor's degree in either business, consumer psychology, luxury brand management, marketing, hospitality or fashion management. Luxury brand management is a specialization at the master's level at most universities across the world.

What are the 4 elements of a strong brand? ›

A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. Implementing a successful brand strategy that develops all four of these components increases brand trust, loyalty, and awareness.

What makes a luxury brand successful? ›

The ten luxury brand values as defined by Danziger are superior performance, craftsmanship, exclusivity, innovation, sense of place & time, sophistication & design aesthetic, creative expression, relevance, heritage, and responsibility.

What are the 5 key features of a brand? ›

Five Key Brand Elements:
  • Brand Position. ...
  • Brand Promise. ...
  • Brand Personality. ...
  • Brand Story. ...
  • Brand Associations.

Is luxury brand management a MBA? ›

The MBA Luxury Brand Management produces graduates who are successful leaders and responsible global citizens, with the relevant, practical skillsets that employers value. The programme will help you build on your managerial experience with a luxury specialisation so you can advance in your career.

How much does a luxury brand manager make? ›

The national average salary for a Luxury Manager is ₹8,14,792 in India.

What skills are required for brand management? ›

Here's a list of essential brand management skills:
  • Collaboration and relationship management.
  • Strong communication skills.
  • Relentless customer focus.
  • Analytical thinking and creative storytelling.
  • Tech and social media savvy.
  • Data-driven approach.
16 Aug 2021

How long is luxury brand management course? ›

Programme Specification. This 15-month course (including placement) provides in-depth knowledge of branding specifically for the fashion and luxury goods industries.

Is brand management a good career? ›

By India Today Web Desk: Brand Management is a career within marketing and a very important one. Interesting too, with growth opportunities across industries. You will, of course, need some ideas about branding concepts which a marketing course can provide.

Can I do luxury brand management after BBA? ›

Graduates with a BBA in Luxury Management frequently work in the fashion industry. Possible careers include fashion merchandiser, fashion buyer, and brand manager. They might also pursue corporate positions in other high-end industries such as yachting or jewelry.

Do brand managers make a lot of money? ›

The salaries of Brand Managers in the US range from $41,200 to $250,000 , with a median salary of $92,000 . The middle 57% of Brand Managers makes between $92,000 and $144,000, with the top 86% making $250,000.

Does brand management pay well? ›

How much does a Brand Manager make? As of Nov 13, 2022, the average monthly pay for a Brand Manager in the United States is $6,677 a month.

Are brand managers paid well? ›

Brand Manager Salary Outlook

According to Glassdoor.com, the average base pay for brand managers is $96,100.

What to study to work in luxury brands? ›

If you're someone who's interested in working for big name brands such as Dior, Ferrari, Versace, and more, then opting for a degree in luxury brand management could be the right choice for you. Such a degree will allow you to work for the luxury companies you like, and you can play your part in growing them.

How many years of experience do you need to be a brand manager? ›

Most companies require three to five years of experience in a marketing role before moving into brand management. Working as a social media manager, digital marketer, or research analyst in the process of becoming a brand manager can only strengthen your understanding of customer satisfaction and successful messaging.

How much do luxury brand marketers make? ›

Overall, the salary ranges from $96,000 to $118,000, but, as most jobs go, factors like location, company, and experience can determine your exact salary.

What are the 4 C's of branding? ›

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the 7 branding strategies? ›

7 key elements of effective brand strategy
  • Purpose.
  • Vision.
  • Values.
  • Positioning.
  • Personality.
  • Voice.
  • Tagline.
28 Oct 2022

What are the seven 7 components of branding strategy? ›

7 Components That Comprise a Comprehensive Brand Strategy
  • #1. Give Your Brand a Goal. ...
  • #2. Promote Consistency. ...
  • #3. Make Emotional Connections. ...
  • #4. Encourage and Reward Loyalty. ...
  • #5. Make Adjustments. ...
  • #6. Embrace flexibility. ...
  • #7. Learn from your competitors.
2 Oct 2015

What is luxury brand strategy? ›

Luxury is synonymous with quality, prestige, and affluence. To create a luxury brand strategy for your business, you have to focus on your ideal clients, visual elements, and deliver on your brand promises. You don't need to sell the next Hermes Birkin bag or Tesla to achieve high-end status for your business.

What is the marketing strategy of luxury brands? ›

A luxury brand marketing strategy aims to create the highest brand value and pricing power by leveraging multiple brand elements, such as heritage, country of origin, craftsmanship, scarcity, and prestigious clients.

What are the attributes of a luxury brand? ›

6 'must have' features that make luxury brands so special
  • Superb craftsmanship. ...
  • A rich heritage. ...
  • An element of scarcity. ...
  • A strong brand identity. ...
  • The use of public figures. ...
  • A superlative store experience.

What are 4 four branding strategies? ›

Four Branding Strategies You Can Use for Business Growth.
...
Developing Your Brand: The Most Common Strategies
  • Multi-Brand. ...
  • Brand Extension. ...
  • New Brand.

What are the 7 brand elements? ›

These seven elements of a strong brand will help you cultivate a strong, positive brand image to tell the world the right story.
  • Purpose-driven. ...
  • Unique. ...
  • Knows its target market. ...
  • Stays on-brand at all times. ...
  • Authentic. ...
  • Thick-skinned.
2 May 2018

What are the 3 rules of branding? ›

From the propositions above, we can now infer three branding laws as corollaries. They are the laws of distinctive relevance, coherence and participation.

Which country is good for luxury brand management? ›

Apart from the US, European countries with rich history related to luxury brands like France, Italy, and the United Kingdom are excellent destinations for studying the subject.

Which MBA is best for designers? ›

What is the Best MBA Specialization for Creatives & Designers?
  • MBA in Digital Marketing and Social Media. It's a new world for creatives and designers. ...
  • MBA in Entrepreneurship. ...
  • MBA in Music Business Management. ...
  • MBA in Marketing.

Which is the best country to study brand management? ›

Best countries to study marketing management
  • Marketing Management in Australia.
  • Marketing Management in Germany.
  • Marketing Management in USA.
  • Marketing Management in UK.
  • Marketing Management in Canada.
  • Marketing Management in Finland.

Who is the brand manager of Gucci? ›

Gucci announced on Monday the appointment of Maria Cristina Lomanto to the role of executive vice president, brand general manager.

Are brand managers in demand? ›

With the rise in online and many small and medium-scale businesses, freelancers with brand management as their expertise or primary service are in huge demand. Their rates are affordable for these businesses, and their expertise helps them increase the perceived value of their products or services.

Is there demand for brand manager? ›

The demand for brand management competencies is expected to grow as businesses increasingly rely on branding and marketing to reach their target audiences. The US Bureau of Labor Statistics predicts a 10 percent growth in advertising, promotions, and marketing manager jobs from 2021 to 2031 [10].

Do you need an MBA to be a brand manager? ›

Brand managers are typically required to have an undergraduate degree in marketing, advertising, business or a related major. Some employers may prefer or require brand managers to hold an advanced degree, such as an MBA, in addition to a specified amount of work experience.

What are the four 4 critical skills of a product managers? ›

Skills Required to Become a Product Manager
  • Writing Technical Requirements and Specs. Coming up with product optimizations and new product ideas is an integral part of a product manager's role. ...
  • Conducting Market Research. ...
  • Strategic Thinking. ...
  • Excellent Oratory and Communication Skills. ...
  • Excellent Negotiation Skills.
22 Apr 2022

What does a brand manager do day to day? ›

Key elements of the job are researching the marketplace to determine where the product or client fits in (i.e., analyzing competitive positioning, products, brands and spending); developing marketing and advertising strategies and managing those budgets; helping create designs and layouts for print and digital ...

What education is needed to be a brand manager? ›

Most brand managers must have obtained at least a bachelor's degree in a relevant major and a few years of marketing experience prior to being hired. Some companies may require a post-graduate qualification or MBA.

How much do luxury brands pay ambassadors? ›

The salary range for a Luxury Brand Ambassador job is from $29,387 to $44,861 per year in the United States. Click on the filter to check out Luxury Brand Ambassador job salaries by hourly, weekly, biweekly, semimonthly, monthly, and yearly.

How much do brand managers make? ›

How much does a Brand Manager make in the United States? The average Brand Manager salary in the United States is $101,282 as of , but the salary range typically falls between $90,339 and $113,349.

Is brand manager a stressful job? ›

If you will ask us, is being a marketing manager stressful? Then, we might say yes indeed the field of marketing is stressful. But there are ways to cope up with the stress instead of compromising with a successful high paying career. We have listed here several ways to dispose of the stress.

Is brand manager higher than marketing manager? ›

A brand manager can be thought of as a company advocate, and typically works under the supervision of a marketing manager. This role involves being very specific and strategic in developing the message a company sends out to its users or consumers.

Where do brand managers make the most money? ›

Highest Paying Cities For Brand Managers
RankCityAvg. Salary
1Parsippany-Troy Hills, NJ$107,799
2Stamford, CT$106,930
3San Francisco, CA$102,611
4White Plains, NY$101,994
11 more rows

Which specialization in BBA has highest salary? ›

BBA in Information Systems

This is a specialization for students wanting to have managerial position in India IT industry. This is considered to be the highest paying, professional industry in the country.

Which has the highest scope in BBA? ›

The most in-demand BBA specializations in India are BBA in Finance, BBA in Computer Application, and BBA in International Business.

What is the highest package after BBA? ›

Salary of Top Job Profiles after BBA in India
Job ProfileAverage Salary
Marketing ExecutiveRs. 2.97 LPA
Business Development ExecutiveRs. 3.00 LPA
Financial AnalystRs. 3.73 LPA
Operations AnalystRs. 3.89 LPA
4 more rows
6 Jul 2021

Do brand managers need an MBA? ›

Brand managers are typically required to have an undergraduate degree in marketing, advertising, business or a related major. Some employers may prefer or require brand managers to hold an advanced degree, such as an MBA, in addition to a specified amount of work experience.

Do you need an MBA for brand management? ›

While there is no single path to a career in brand management, many positions prefer applicants with MBA degrees. A brand management internship is an important step to securing a full-time position in the field, not to mention a valuable opportunity to determine whether the job is a good fit.

What qualifications do I need to be a brand manager? ›

If you want to know how to become a brand manager, here are some skills you must have:
  • Excellent Communication Skills. ...
  • Research Skills. ...
  • Lateral Thinking and Creativity. ...
  • Customer Relationship Management. ...
  • Versatility and Flexibility. ...
  • Problem-Solving Skills. ...
  • Brand Growth. ...
  • Strategy and Implementation.
26 Sept 2022

How do I get into luxury management? ›

At postgraduate level, MBA in Luxury Brand Management, MBA in Fashion and Luxury Goods, or even a Master of Fashion Management, Experience & Design Management can help you establish a career in this domain. Though these programs, you will be taught ways to manage the business along with creativity for luxury brands.

How do you get hired at a luxury brand? ›

How to Find Your First Job in the Luxury Industry
  • Become an influencer. Some luxury brands' efforts to partner with social media influencers have been hugely successful. ...
  • Brush up on the latest luxury trends and industry forecasts. ...
  • Be prepared to play the long game. ...
  • Find out how a business actually works.
4 Apr 2018

Videos

1. Marketing Analytics For Luxury Travel & Hospitality
(Jadewolf Marketing)
2. The ESSEC and LVMH Luxury Brand Management chair | ESSEC Chair
(ESSEC Business School)
3. The Business of Luxury by Denis Morisset | ESSEC Classes
(ESSEC Business School)
4. Master Class ESSEC | "How luxury brands can leverage digital disruptions" by Denis Morisset
(ESSEC Business School)
5. Why Fashion Brands Are Doubling Down on Sustainability | The Business of Fashion Show
(Bloomberg Quicktake: Originals)
6. FASHION BUSINESS INTELLIGENCE VIDEO
(Style Doctor)

Top Articles

Latest Posts

Article information

Author: Prof. An Powlowski

Last Updated: 11/29/2022

Views: 6108

Rating: 4.3 / 5 (44 voted)

Reviews: 91% of readers found this page helpful

Author information

Name: Prof. An Powlowski

Birthday: 1992-09-29

Address: Apt. 994 8891 Orval Hill, Brittnyburgh, AZ 41023-0398

Phone: +26417467956738

Job: District Marketing Strategist

Hobby: Embroidery, Bodybuilding, Motor sports, Amateur radio, Wood carving, Whittling, Air sports

Introduction: My name is Prof. An Powlowski, I am a charming, helpful, attractive, good, graceful, thoughtful, vast person who loves writing and wants to share my knowledge and understanding with you.