Excellence in

Friday, May 11, 2012

Guest lecture by Mr. Carsten Nittke, Managing Director Miele Hong Kong

Emotionalizing home appliances: today Mr. Carsten Nittke, Managing Director of Miele Hong Kong, has presented the success story of the home appliances brand Miele in Asia during the Kellogg-WHU Executive MBA course on Luxury Brand Management by Professor Fassnacht. By emotionalizing both the purchase process and the usage of Miele home appliances the brand has been successfully positioned within the luxury segment of Asian markets. Mr. Nittke has explained the specificities of the Asian luxury clientele and how marketers may learn from luxury brands.  



Professor Fassnacht and Mr. Nittke

Carsten Nittke, anaging Director Miele Hong

Martin Fassnacht, Marketing-Professor WHU