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Noble brands are a specific type of luxury, characterized by their genuine (noble) intentions. Instead of superfluousness and excessive status-seeking, they are closely related to art handicraft and sustainable luxury, which actually goes back to good old moral values and could already be found in the Confucian Book of Rites “Liji” and also some thousand years later in Frederick the Great’s Anti-Machiavel. According to both, Confucianism and Prussian virtues, our goal of life should be about developing our personality, mind and soul, to become a noble person. On that way, we are facing two major struggles: 1) for self-restriction of our own immediate needs (consumerism), ideally, to become ambitious explorers and creators and 2) for self-restriction in relation to the needs of others and of nature. This is a philosophy of life that is very relevant for a specific customer target group and should be reflected by suitable high-end branding strategies and especially with noble brand personalities.

We are using this webpage also to initiate exchange and cooperation between professors, entrepreneurs, brand managers and other experts in the luxury and high-end cultural & creative industries. If you like, start cooperating here.

What We Do

Brand-building & Brand Management in the luxury and high-end cultural & creative industries

 

The two-day conference explores contemporary issues and innovative research in the area of luxury branding management. Bringing together over 100 industry and academic presenters specializing in the area of luxury branding, the conference aims to bridge the link between industry and academia. This conference serves as a platform for sharing research ideas, findings and insights within the luxury branding area.

 

 

Day 1

Luxury Brands Regaining Growth in China: Dialogue between CEOs and Scholars

 

Day 2

Academic Sessions on Luxury Brands

 
 

The first day comprises of industry presentations on luxury brands in three different sessions focusing on the following overarching themes:

  • Session 1: Chinese Luxury Brands: Entrepreneurship and Intrapreneurship in China
  • Session 2: Luxury Fashion, Watch and Jewelry Brands: Identifying Chinese Consumer Insights
  • Session 3: Luxury Hospitality and Lifestyle brands: Leveraging on Customer Relationship Management
 

The second day comprises of academic sessions on luxury brands by more than fifty presenters from forty academic institutions and eighteen countries. The day is split into twelve sessions that deal with the following themes:

  • Luxury branding management and strategies
  • Advertising and communication of luxury brands
  • Consumer behavior in luxury branding
  • Hedonic consumption of luxury brands
  • Counterfeits of luxury brands
 

 

Venue: The Majesty Plaza Hotel, Ballroom A, No. 719 East Nanjing Road, Shanghai
Conference in English with simultaneous translation.

Please contact us for any inquiries of cooperation.

 

 

The Mystique Luxury Brand Conference

Academic Conference Participants

Dr. Luke Butcher
Curtin University
Australia / Perth
Siobhan Hatton-Jones
Curtin University
Australia / Perth
Dr. Klaus Heine
EMLYON Business School
China / Shanghai
Dr. Sabine Ichikawa
EM Lyon in Shanghai
China / Shanghai
Sean Lee
Curtin University
Australia / Perth
Dr. Thomas Lee
Curtin University
Australia / Perth
Dr. Michael Lwin
Curtin University
Australia / Perth
Monia Massarini
University of Udine
Italy / Udine
Dr. Michel Phan
EMLYON Business School
China / Shanghai
Prof. Ian Phau
Curtin University
Australia / Perth
Dr. Vanessa Quintal
Curtin University
Australia / Perth
Anwar Sadat Shimul
Curtin University
Australia / Perth
Abhi Sood
Curtin University
Australia / Perth
Dr. Billy Sung
Curtin University
Australia / Perth
Elaine Sutrisna
Curtin University
Australia / Perth
Brian t Hart
Curtin University
Australia / Australia
Dr. Min Teah
Curtin University
Australia / Perth
Weiwei Zhang
Curtin university LBRC
Australia / Perth

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In the luxury and high-end cultural & creative industries you cannot create a business without creating a brand. Its success depends on fundamental strategic decisions about the brand identity and positioning, which rely on in-depth consumer insights, and lead to consumer benefits. We are specializing in developing useful frameworks for brand-building in the high-end cultural & creative industries and in applying them through various projects with big luxury maisons, but also with handicraft brands and start-ups.

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How can we increase the conversation rate of our online store? (How) should we enter the Chinese market? ...Whatever strategic decision we need to take, it can barely be based on experience alone, but requires solid market research. We have experience with large-scale consumer surveys all over Europe and in China and especially with in-depth interviews and focus groups. With naïve market research about status-sensitive aspects you can easily end-up with misleading results. Therefore, we combine adequate research methods (such as Repertory Grid) with the foundations of (luxury) consumer behavior and theories of persuasion.

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In the high-end and lifestyle segments there is no business-building without brand-building - and hardly any brand-building without a digital strategy. The web presence is one of the key brand-consumer touch points with a large impact on purchase decisions. We specialize in the conceptualization and implementation of digital platforms including brand and campaign landing pages, brand communities, content management systems as well as database and e-commerce applications.

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As “teachers can only be teachers when they are explorers” (Heinz von Foerster), training and education should be based on own research and practical experience. One the other hand, “while we teach, we learn” (Seneca). Therefore, we believe in a balanced mix of practical projects, academic and business publications, presentations at conferences, lectures and seminars in study programs as well as manager trainings through in-company workshops and study trips. The central topic revolves around the question “How to create and to manage a brand in the luxury and high-end cultural & creative industries?” – and this is related to other topics such as luxury consumer behavior, market research and digital marketing.

Our Team

Andreas Räde
IT, eCommerce
Germany
Dr. Klaus Heine
High-end Branding
China, Germany
Dr. Vera Seidemann
High-end Consumer Behavior, Market Research
Germany
Dr. Michel Phan
High-end Retail, Social Media
China, France
Marco Eisenberg
Project Management, Education
Germany, South Africa
Khaled Bouharrour
Fashion & Interior Design
China, Switzerland
Dr. Daniel A. Mohr
High-end Design, Sourcing, Manufacturing & Consulting
China

News

22 Mar

The two-day conference explores contemporary issues and innovative research in the area of luxury branding management.

03 Mar

This is a call for conceptual and empirical contributions for my track chair on "Luxury Brand-Building" at the Global Marketing

12 Feb

Art for the Ear, here it were it comes from - you can feel their passion for their audio systems and speakers!

11 Feb

Gobi Cashmere is a high-end brand from Mongolia with much ambition to develop their brand in Western markets.

09 Dec

Surprise, surprise, there exist already a number of Chinese luxury brands.

03 Nov

Final presentation of the EMLYON & Jiao Tong university student team at the Gaggenau showroom in Shanghai to the Gaggenau C

30 Sep

The Journal of Brand Management presents this call for papers for a special issue on "Luxury Brand-Building and Development: Ne

29 Sep

Kick-off meeting at Jiao Tong Luxury Research Center.

23 Sep

Kick-off meeting with Mr. Mi Changhongin, the founder & CEO of Longio.

16 Sep

Meeting at the Montblanc headquarters in Shanghai.

30 Aug

The new ranking "Top 50 German Luxury Brands" is out.

25 Jun

Track chair on Luxury Trends and Strategies

23 Jun

Discussing future opportunities in the Chinese high-end market.

28 May

The CEIBS 7th Prestige Brands Forum 2015.

22 May

The Handmade  in Germany Tour in Shanghai.

17 May

The Change of Luxury: New Challenges and Opportunities for Market Research and Marketing in the Luxury Food Industry.

02 May

During my course "Luxury Brand Management" (as part of the EMLYON Luxury Management & Marketing Master program), student tea

28 Apr

Kick-off meeting at MPH in Shanghai.

23 Jan

Heine, K., and Petersen, F.E. (2015) Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige.

22 Dec

Klaus Heine and Michel Gutsatz (2014) Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned.

03 Oct

You are cordially invited to submit papers for our conference track "New Luxury vs. Old Luxury: Luxury Trends and Strategies".

25 Sep

LRJ is a new cross-disciplinary, peer-reviewed international journal that publishes high-quality conceptual and empirical articles (using quantita

25 Sep

A new book about Wine Business Management edited by Steve Charters & Jérôme Gallo and published by Pearson.

16 Jul

2014 Global Marketing Conference at Singapore “Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice”

01 Mar

Sonntag, Mediengruppe Madsack (2014) Man Gönnt Sich Ja Sonst Alles.

27 Apr

Vera Waldschmidt and Klaus Heine contributed several articles to the Meisterkreis China Compendium.