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  • Wibsluxe

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    lemale75
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    The document discusses an upcoming course on luxury brands. It notes that the course will focus on creating good luxury brands, not just promoting existing ones. Students will first complete a group project analyzing competitors and perceptions of brands. They will then work individually to strategically create a new luxury brand concept. While price is often associated with luxury, the course will examine broader factors like competitive positioning, brand perceptions among users and non-users, and strategies for success in both developing and developed markets.

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    The document discusses an upcoming course on luxury brands. It notes that the course will focus on creating good luxury brands, not just promoting existing ones. Students will first complete a group project analyzing competitors and perceptions of brands. They will then work individually to strategically create a new luxury brand concept. While price is often associated with luxury, the course will examine broader factors like competitive positioning, brand perceptions among users and non-users, and strategies for success in both developing and developed markets.

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    Attribution Non-Commercial (BY-NC)
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    7 views2 pages

    Wibsluxe

    Uploaded by

    lemale75
    The document discusses an upcoming course on luxury brands. It notes that the course will focus on creating good luxury brands, not just promoting existing ones. Students will first complete a group project analyzing competitors and perceptions of brands. They will then work individually to strategically create a new luxury brand concept. While price is often associated with luxury, the course will examine broader factors like competitive positioning, brand perceptions among users and non-users, and strategies for success in both developing and developed markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Wibsluxe@yahoo.

    fr Pass: MIHAILOVICH

    A- Introduction: The question in this course is do I have a good brand or not, not how can I promote this brand. Promoting a bad brand only make a deckling quicker.. Before starting to study luxury brands, its very important to study about normal ones. Luxury brands are not LV, Gucci, and Chanel. The examples of MARA whose owner is Indian and started form nothing and now hes selling virgin. Were not talking Bling in this course; were talking about a real luxury. 1 book is very important: Luxury strategy

    B- Projects: We break the course in two parts: 1- Value Perception: competitive analysis & exam (group) 30% 2- Creating a strategically competitive luxury brand (Individual) 70% C- Is Luxury about Price? Competitive Positioning Maps: What people think about the brand and why?

    Users, non-users Developed countries abandoning luxuries brands The most expensive Champagnes : Cristal Brut Perrier jouet Dom Perrinon

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