Participants on the MBA 25 programme travelled to Venice for the four-day residential luxury branding marketing module earlier this month.
For companies providing premium products and services, an understanding of the principles and practice of luxury branding is critical if they are to take full advantage of their raw materials, heritage and culture. The class examines the differences between marketing luxury branded products and services and those in the mass market segments.
Trips to Rubelli, a luxury furnishing fabric producer, and Ferrari, the car manufacturer, as well as a niche Modena balsamic vinegar producer were scheduled and, as well as SBS marketing professors Alan Wilson and Susan Hart, guest speakers included Robert Polet, a non-executive director of William Grant & Sons, previously chief executive and president of the Gucci Group; Margaret Johnson, Group CEO of Leagas Delaney whose global clients include Patek Philippe, Timberland, Glenfiddich and Intercontinental Hotels; Manfreda Ricci, CEO of Interbrand Milan and author of ‘Meta-luxury’; Gerald Mazzalovo, managing partner of private equity house Aravis SA and author of the book ‘Luxury Brand Management: A World of Privilege’.