Luxury Brand Management

Traditional marketing principles do not equally to luxury brands. Rather than driving sales at any price, marketing luxury goods requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. This course is designed to sharpen your knowledge in marketing by contrasting traditional versus luxury-specific marketing principles. Specifically, by the end of this course you will be equipped with 30 key insights into luxury brand management that cover: " Defining luxury " Understanding the characteristic of the luxury goods market " Luxury consumption motives " Product management for luxury goods " Pricing of luxury goods " Communication of luxury goods " Distribution of luxury goods