What is luxury brand management all about? How do you define a luxury brand? Is it only about price? Or is there more to it?
Vincent Bastien, former CEO of Louis Vuitton, and currently Professor of Marketing at HEC School of Management in Paris, believes that luxury is a much misunderstood term. A product that commands a high price does not necessarily make it a luxury brand. So what does?
According to Bastien, luxury brand management is a science in itself, which a lot of companies don’t understand.
So what is a luxury brand? How do you define it? What does luxury brand management really entail? Does segmentation work in luxury? And do the traditional rules of marketing work for luxury brands?
In an interview during his recent visit to CKGSB, Bastien, author of The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (with Jean-Noel Kapferer), busts a lot of myths that surround luxury brand management, and even offers some surprising advice.
Enjoying what you’re reading?
CKGSB Report
Our Programs
AI-Driven Industrial Digital Transformation and Smart City Development
In partnership with Columbia Engineering
Global Unicorn Program Series
This program is a transformative initiative designed to empower civil leaders and businesses in smart city development, fintech, alternative energy, and new energy sectors.
LocationDubai, UAE
Date08 - 13 Dec, 2025
LanguageEnglish
Opportunities in the Disruption of Traditional Industries
In partnership with The University of Sydney
Global Unicorn Program Series
The Global Unicorn Program in Disruption of Traditional Industries – presented jointly by CKGSB and University of Sydney – will emphasize Australia’s distinctive contributions.
LocationSydney, Australia
Date24 - 27 Feb, 2026
LanguageEnglish
Emerging Markets: Innovation and Scaling for Exponential Growth
Global Unicorn Program Series
A joint program by Cheung Kong Graduate School of Business and The South Africa Chamber of Commerce and Industry
LocationJohannesburg, South Africa
Date20 - 23 Apr, 2026
LanguageEnglish
AI-Driven Healthcare Innovation Program
In partnership with Johns Hopkins Carey Business School
Global Unicorn Program Series
The 2025 Artificial Intelligence (AI)-Driven Healthcare Innovation Program stands at the forefront of addressing the critical need for innovative healthcare solutions powered by artificial intelligence.
LocationJohns Hopkins University, Washington, D.C.
DateSummer 2026
Asia Start: AI + Digital China Expedition
Asia Start provides entrepreneurs and executives with unparalleled access to Asia’s dynamic digital economy and its business ecosystems, offering the latest trends and insights, strategies, and connections to overcome challenges and unlock future growth for your business in Asia and beyond.
LocationShanghai, Hangzhou, Guangzhou, Shenzhen
Date11 - 15 May, 2026
LanguageEnglish
