Short program

Luxury branding

Our Short Program

How to define and implement a luxury brand strategy? A question we will answer by helping you understand how to make strategic choices and how to respond to the challenges that luxury brands face today through a better understanding of the key rules and characteristics of a luxury brand strategy.


Certificate of attendance


3 days

Teaching Language



From 5th to 7th May 2022


Before March 31st 2022


2'250 CHF

This short program is a module of our Certificate Luxury Marketing

The marketing strategy of a luxury brand must be carefully defined. To help you achieve this goal, this short program has been structured into three different parts.


First, we will focus on the key rules and characteristics that define a luxury brand strategy and how to differentiate it from a premium or fashion brand strategy. Secondly, we will see how to make strategic choices when implementing luxury branding strategy in various industries. Finally, we will prepare participants to appreciate and respond to the challenges that luxury brands face in view of the social, cultural and economic changes affecting the luxury industry globally (e.g. emergence of new definitions of luxury as well as changing demographic profiles of luxury consumers and new consumption behaviors).


Examples from luxury consumer goods brands (e.g. Louis Vuitton, Channel, Rolex, Gucci) and luxury hospitality brands (e.g. Four Seasons, Rosewood, Belmond, Mandarin Oriental) will be used to analyze how a luxury strategy can be applied in a variety of contexts.

Learning Objectives

  1. Identify the key facets of a luxury brand strategy and differentiate a luxury strategy from a fashion or premium strategy.
  2. Analyze strategic solutions to develop a luxury brand equity and plan luxury communication campaigns.
  3. Develop innovative solutions to implement luxury brand strategies in terms of product, price, distribution and communication.

Target Audience

  1. Luxury industry managers and professionals who take on management, marketing, communication or branding responsibilities.
  2. Management, marketing, communication and brand professionnals moving into the luxury industry from non-luxury industry.
  3. Individuals who wish to develop their understanding of the luxury industry in order to start their own business or satisfy their curiosity.

This module is taught through a transformational teaching approach. The learning atmosphere is geared to be inspiring, intellectually stimulating, and individually relevant through pedagogical elements such as immersion into the studied topic, interaction through group discussions, and active engagement through group works.

Conditions of Admission


We offer quality programs accessible to all professionals who have decided to develop new skills.


This short program requires your presence and participation.

Payment Terms


2'250 CHF

All expenses related to continuing education are, except in exceptional cases, tax deductible. Do not hesitate to contact the relevant organizations.

Discount (10%)

-225 CHF

A discount is offered for HEC Alumni contributors.

The Executive Education HEC Lausanne offers more than thirty continuing academic programs in various fields such as management, marketing, finance, corporate governance, ethics, data or personal development. As a result, and beyond this short program from data to insights, we offer several other related programs that may also be of interest to you.

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