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Luxury Brand Management for Startups
COURSE STRUCTURE, CURRICULUM & MIND MAP
Course Structure
Course Curriculum
Course Mind Map
LUXURY BRAND STRATEGY
The Building Blocks to create a New Luxury Brand
TARGET CLIENT & ART OF LIVING
Luxury Product Strategy: Target Client & Art of Living
The Art of Living
The Brand as a Contributor to the Consumer's Way of Life
Discover your Customer Avatar: Worksheet + Instructions
Case Studies
Conclusion + Q&A
Bonus | Luxury Lifestyle Branding: An Evolutionary Process
PRODUCT STRATEGY: THE CODES OF LUXURY PRODUCTS
Luxury Dimensions and Characteristics
Product Attribute Management
How to optimize product attributes to generate sales growth
Product Strategy Worksheet + Q&A and Community Discussion
Bonus | The New Luxury Codes
BRAND EXPERIENCE
Brand Experience
From Experience to Transformation
How to Design Your Brand Experience Step-by-Step
Case Study: The Ritz-Carlton Hotel
Why luxury fashion is breaking into the experiential hospitality space
How to create a Safe Space for your customer in-store and online
Secret & Intimate Retail Experiences
Case Study: World of Niche
Ten leading innovations in Luxury Retail
Personalized Online Experience
The Building Blocks for creating Engaging Digital Experiences
How to create Tailor-Made Online Shopping Experiences
Case Study: Gucci 9 Hub
Case Study: Burberry ARKit
Case Study: Kenzo Shopping League Game
How Tiffany & Co. built a Diamond Digital Marketing Strategy
Digital Personalization Tactics Checklist
Best Practice n.1: Framing a Narrative for Sustainable Luxury Brands
Best Practice n.2: Bridging Online & Offline Experiences with Partnership & Co-Creation
Best Practice n.3: Technology, Sales Channels, Communication & Production Tools
Best Practices in Luxury Marketing, Sales and Retail
Best Practices Checklist + Q&A
BRAND MANAGEMENT: SYMBOLIC VALUE & HERITAGE
Symbolic Value in Luxury Brands
How you can emphasize your brand’s symbolic benefits
How to build a long-lasting heritage brand
Timelessness, High-Quality Craftmanship and Prestige
Heritage: Past becomes the Future
Heritage Marketing resonates with consumers in China
Symbolic Value Checklist
BONUS | Case Study: Louis Vuitton: Heritage as a competitive sustainable advantage
BRAND MANAGEMENT: EXCLUSIVITY & DELIVERY OF BRAND'S PROMISE
How to create perceptions of exclusivity
Brand Intimacy
The Most Intimate Luxury Brands
Authenticity
Authentic luxury whispers, It doesn't shout
The new rules of luxury Pop-Ups
Authenticity: The Company Organization
Luxury Added Value
The Only Pricing Strategy for a Luxury Brand
Tactics to create Exclusivity: Checklist
Resilience
What happens to Luxury during a Recession
Strategies to Overcome a Recession
Case Study: Rolls-Royce and the Luxury Age of Post-Opulence
Conclusion + Q&A
UNCOMPROMISING DELIVERY ON SUPERIOR BRAND PROMISE
Deliver your Brand Promise
PLAN YOUR STARTUP LUXURY BUSINESS
Launching your High-End Small Business
CERTIFICATE OF COMPLENTION
Request Your Certificate
BIBLIOGRAPHY
Books, Research Papers, Articles, Photography
Teach online with
Discover your Customer Avatar: Worksheet + Instructions
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