Executive Education Asia-Pacific

Helping to shape your successful life journey

Luxury Management Program

Luxury Brand Management: Elevate Your Brand Value

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This course will provide participants with an in-depth understanding of the fundamentals of premium and luxury brand management, best practices and success factors of traditional luxury brands, and take-aways that can be applied in any sector or category.

Learning objectives:
- Discover the fundamentals of building a premium/ luxury brand
- Understand how to create a rich DNA, and how to express it via visual codes and powerful storytelling
- Find a unique bank of ideas and inspirations to help engage in better branding
- Open your mind to thinking about your brand in a different way that would allow you to elevate its branding

Topics Covered: 

The fundamentals of premium and luxury brands 

- Enhancing and reinforcing the brand uniqueness through DNA and codes
- Best practices in the luxury industry and their applicability to other sectors
- Managing and enhancing the dream factor through storytelling
- Putting it all together: Applying luxury brand-building strategies to other sectors - strategically and operationally

Who should attend?
- Executives and managers working in a premium brand
- Middle and senior marketing management
- Brand managers and brand directors
- Marketing and commercial directors
- Brand owners


Prof. Sonja Prokopec is the ESSEC LVMH Chaired Professor of Luxury Brand Management. She was named one of the Top 40 under 40 Business School Professors worldwide in 2015 (Poets&Quants ranking). Her research explores consumer judgment and decision-making. She is also interested in understanding the factors that affect brand perceptions of luxury brands. Prof. Prokopec's research has been published in the Journal of Consumer Research and the Journal of Consumer Psychology, among others, as well as a variety of media including the Huffington Post, the Business of Fashion and the Business Times Singapore. Outside of teaching and research, she actively advises companies from the luxury industry in regard to consumer behavior trends, consumer research and marketing, and brand management issues. Prof. Prokopec received her Ph.D. in Marketing from the University of Houston in 2007. 

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Luxury Retail Management in a Digital Age

Most luxury and premium brands have focused on integrating their distribution by developing a mix of directly operated retail stores and branded wholesale agreements with selected partners. In recent years, this integrated retail strategy has been disrupted by the digital revolution and the development of E-commerce, mobile and social commerce.

This course, which benefits from the most recent research on the development of OMNI retail channel mindset will revisit the most important success factors of luxury retail management at the age of internet and how luxury and premium brands should secure their investments in retail.

 Key Benefits:

  • Discover the evolution of traditional retail for luxury and premium brands
  • Understand how technology, E, M & S commerce can usefully complement brick and mortar stores
  • Learn how brands should start to remove silos inside the organization in order to better involve off-line stores staff in the development of a real Omni retail mindset

Who should attend?

  • Executives and managers working in the luxury retail industry
  • Middle and senior retail management
  • Brand managers, merchandising and retail directors
  • Marketing and commercial directors
  • Brand owners

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About the Expert

Mr Denis MorissetMr. Denis MORISSET is an ESSEC Graduate with 20 years of professional experience in the Luxury Industry and was COO of Ralph Lauren Europe, CEO of Pierre Balmain Couture House and CEO of Giorgio Armani France. In 2004, he founded his own consulting company, specializing in Luxury Brand Management and International Luxury Distribution, with a particular focus on emerging luxury markets in Asia, primarily China. He collaborated with international companies on brand extensions & branding issues. He has also advised new brands and designers from emerging markets on their international distribution and retailing strategies.

Since 2004, Denis has been teaching luxury marketing at ESSEC Business School (LVMH Chair at ESSEC Grande Ecole, ESSEC MBA in International Luxury brand management, IMHI (ESSEC Hospitality and Tourism MBA), ESSEC Executive Management programs. He served as the Executive Director of ESSEC MBA in International Luxury Brand Management from 2004 to 2012.

He also regularly lectures at several Asian universities, in Shanghai, Beijing and Hong Kong, and he is often invited to deliver keynote speeches at luxury summits and conferences, particularly in Asia in addition to Brazil, Russia, India, and the Middle East.


“It has been an honor to be part of ESSEC's Executive Program on The Art of Managing Digital Disruptions for Luxury Brands. The specialists involved in the curriculum are brilliant with a great balance between on-the-ground experiences with prestigious Brands and academic backgrounds. I also appreciated the interactions with the other participants and alumni; it was a great occasion to share knowledge and also contacts for future interactions.”

- Emilie Tisserand, Managing Director of MediaKeys Singapore & Participant, The Art of Managing Digital Disruptions for Luxury Brands

The Art of Collaborations in the Premium and Luxury Industry

In the last 25 years, luxury and premium brands have learned to better control and communicate their brand DNA and codes, increase the consistency of their brand architecture and brand expressions across product categories and regions, increase their control on distribution & retailing to get closer to their consumers and develop consumers’ knowledge.

But more recently, we have seen a growing number of brand collaboration initiatives at large, from co-branding to marketing alliances and distribution partnerships, between different categories of companies and actors, which do not only relate to small brands but are also often used by big and famous luxury brands.

This innovative course will help participants understand better this new branding phenomenon and learn how to leverage more effectively on collaborations at large.


"An excellent platform to gain different perspectives on brand collaborations"

- Jimmy Peh, Consumer Management Director, Gucci

"I would definitely recommend this program for executives looking to refresh and get inspired by learning from examples from similar companies and industries."

- Qi Xin Gwee, Marketing Director at Remy Cointreau Global Travel Retail, Asia-Pacific

Key Benefits:

  • Differentiate between different types of collaborations and the different objectives and benefits of these collaborations
  • Learn how to assess the relevance of collaborations
  • Find a unique bank of ideas and inspirations to better leverage on collaborations in the future in your own organizations through
  • 360° analysis of best and worse practices
  • Open your minds to thinking about collaborations in the digital age in a different and innovative way

Who should attend?

  • Marketing and commercial executives working in the luxury and premium brand industry
  • Brand owners or CEO’s, middle and senior marketing managers and business development managers
  • Brand managers and commercial directors

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ESSEC | CPE Registration number 200511927D | Period of registration: 30 June 2017 - 29 June 2023
The Committee for Private Education (CPE) is part of SkillsFuture Singapore (SSG)
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