Creating & Developing
Luxury Brands
Pt 1:Value Perception

Download lectures from PBCluxe@yahoo.fr p/word: mihailovich

www.philippemihailovich.com

www.HAUTeLUXE.net

Johannesburg – London – New York – Paris

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Please join FB group: Haute Luxe!

Suggested Textbooks/books:
•Jean-Noël KAPFERER, Vincent BASTIEN, ‘The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands’ SBN: 9780749454777 (Dec 2008) Kogan Page
•Mihailovich 12 steps on www.hauteluxe.net/book
•Mark Tungate « Luxury World » since Oct 2009
•Other interesting titles: Blanckaert ‘Luxe’; Chevalier, M & Mazzalovo, G, ‘Luxury
Brand Management’, ‘Brand New Justice’, ‘Deluxe’, ‘The Cult of the Luxury Brand’,
‘Luxury Fashion Brands’, ‘Fashion Brands’,, ‘Luxe, Mensonges and Marketing’, ‘Let them eat cake’.

LUXE

New Books

ORGANIZATION AND CONTENTS
Two parts
1.
2.

Value Perception/ competitive analysis 30%
Creating a strategically competitive luxury brand 70%

Part 1 contents: Value Perception: Luxury and Branding Theory/
Competitive analysis:
•
•

‘Haut Luxe’ strategies versus Luxury Brand strategies
Van Gelder theories of Reputation & Affinity

Interim project: Add perceptual value to Fragonard (see next page). Deadline for interim project 8 Oct. 10 min ppt presentation. Last lecture tbc.

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Interim Project
Using all theories / brand tools from this course, propose what Fragonard needs to do to reposition itself as a
Luxury Brand
Requirements:
.ppt 5 - 10 min presentation. One presents for group

Your Final Project
Create an ethical B2C luxury brand concept that can work everywhere in the world including France
Requirements:
.ppt (not pptX) or pdf presentation of at least 80 pages
Personal Project Structure: Market sizes, market trends, opportunities, priority territories, consumer trends, most important competitor brands (big or niche) analysed in depth using brand tools, summary of CSFs and Lessons Learned, segmentation and positioning, brand vision/universe and last, your brand plan and newsworthy press release.
Part 1 Value Perception / Part 2 Creating a Luxury Brand

Explore
•Market Analysis
•Consumer Behaviour
•Trendwatching
•Competitive Analysis

Create

Shape

Three key steps to creating the brand….
Explore

Create

Shape

INSIGHTS not just information
This is the stage you need to be at for ValuePerception - then its easy to make a proposal to improve an existing brand

Sourcing Market Data
•Biblioteque Francois Mitterand,
Level D, mezzanine - metro line 14
•Trade Press release searches
•Friends, family contacts

Which is the most desireable?

http://www.organicchampagne.com.au/
To show how important the expression of their vineyard locality is, some of the champagne growers (Champagne Fleury, Champagne Bedel, Champagne Franck Pascal,
Champagne Courtin, and Champagne David Leclapart) belong to the Return to Terroir group which has very strict criteria for their members. More information on this can be found at www.biodynamy.com. Champagne:
NV Pierre Brigandat Brut Réserve (Biodynamic) $23.99
This grower wine (récoltant-manipulant -- RM) uses at least 95% estate- grown fruit. A mediumbodied sparkler with chalky minerality notes.
NV Larmandier-Bernier Premier Cru Vertus (Biodynamic) $38.99
This is a fine grower (RM) champagne farmed biodynamically using 100% Premier Cru grapes including a small selection of pinot noir growing in the chardonnay-dominant area of Côtes des
Blancs. This delicious wine has notes of minerality and lees.
# Larmandier Bernier, Côtes des Blancs Champagne, France
This Champagne grower makes a Non Vintage Brut Tradition Premier Cru and a Blanc de
Blanc for $37.00 to $45.00 a bottle, around the same price as the major (not usually organic) brands. NV Pascal Doquet Premier Cru Rosé (Organic) $46.99
This beautiful rosé champagne is farmed organically from pinot noir grapes, hand-harvested