History, Culture, and Management of Luxury in Italy
Brands are among the most important intangible assets a company can have. A strong brand is a powerful means to differentiate products or services, and it can have a great impact on consumer buying decisions. According to the most recent Interbrand Study (2017), the financial value of the top 100 global brands exceeds $1.8 trillion. Among this list, luxury brands such as Louis Vuitton, Hermes, Gucci, Cartier, Tiffany & Co., Burberry, Prada, Dior are easy to spot.
Building and managing luxury brands is different from that for traditional brands. This course is designed to (1) provide students with an in-depth understanding of the history and culture of luxury, and (2) teach the principles of luxury brand-building and brand management.
Areas of Study: Branding, Marketing
Faculty Leader: Burcu Tasoluk, LEO Lecturer III of Marketing
Applications are due on Monday, October 28, 2019