Day 1 & 2 with Professor Simon Nyeck

The luxury industry faces constant challenges in terms of market changes and prestige consumption patterns. In seeking new paths for growth, the challenge is to reach new customers and new markets and still retain the luxury appeal of the brand or product.

The new challenge is to manage the accessibility of the brand; keep the luxury appeal of the brand, the “dream” factor, alive while expanding its reach.

The objectives of Day 1 & 2 are:
        - Understanding the key challenges and the changing dynamics of luxury business.
        - Understanding the essence of a luxury brand and the brand identity (DNA).
        - Discussing the different models of luxury brand development.

The sessions aim to provide in-depth explanation on how luxury brands manage accessibility and the “dream” factor through the passage of time. Participants will develop a theoretical and practical understanding of luxury brand management essentials.

Discussions will cover brand identity or DNA, the impact of various brand concepts, applied analytical techniques, major management decision-making and activities.

Participants will get insights into how a luxury brand engages consumers through the senses and emotions; how a luxury brand comes to life for people and forges a deeper, lasting connection. They will understand luxury consumption and be able to integrate it into an efficient emotional branding strategy.