Principles of Luxury

This online course looks at the origins of luxury brands from a wide range of industries and examines how they have evolved over time, what makes luxury brand management so specific and how creativity and craftsmanship help to build a unique relationship between luxury brands and their loyal consumers. The course will analyze luxury brand communications, advertising campaigns, digital trends, ethical considerations, and sustainable practice, as well as the challenges faced by brands as they balance their story, history and expertise whilst also communicating in a relevant way to both their loyal and newest luxury consumers. This intensive course provides participants with a good understanding of key branding and marketing frameworks, through an analysis of recent case studies. There is also a short exercise included for participants to work on based around a specific luxury brand strategy.