The luxury market has its own inside rules, to be able to play by the rules you first need to understand the culture of luxury. Indeed, it’s a culture and if you want to act naturally and spontaneously with aptitude and skill in a luxury environment the you need to understand its essence and create the right mindset. We will talk about these inner dynamics in this course.

This course has been designed for those of you who are looking for ways to navigate in the world of affluence. It will give you a good understanding of the luxury sector, you will be able to create a bespoke luxury brand or grow the existing one.

-don’t leave your business branding to chance

-to be successful your brand must be different and recognisable from others

-become clear on the elements that will touch every part of your business - how your brand speaks, what it does and how it behaves

-the elements that will differentiate and guide your business

-communicate your brand identity and value to the consumer

-become and remain a luxury brand

First of all, let’s understand what luxury is and where it came from. Then we will speak about the luxury consumer, the types, their motivations, where do they hangout. Thirdly, we will look at different brand management strategies (short and long term planning). How to position yourself in the luxury market and do you need to position yourself at all?

How to create an appealing luxury brand that speaks to your customer. Unique, authentic, affluent - what do these concepts mean. How to stay relevant and remain true your unique brand identity.

This course is a combination of academic research as well as real world experience.

After completing this course you will have a framework that you will use in the future to run your luxury business. You will have developed a strong luxury brand that is ready to launch.