The discipline of Brand Management is barely four decades old, but the management of luxury brands has been an ongoing challenge for more than four centuries and beyond. In this fascinating and very applied session Visiting Professor Mark Ritson looks back on his 15 years working for LVMH, the World’s largest luxury goods company, and reflects on the key lessons he learned and how they can help every manager get more from their brands and organisations.

During this session, you will learn about:

• The two kinds of brand research and why you need both of them.
• Why digital marketing is nonsense and a contradiction in terms.
• Why targeting means who you want, and who you don’t.
• Why consistency is over-rated and something to be avoided at all costs.
• What the most powerful branding medium is and why almost no-one understands what it is (and its not people or Facebook!).
• Why most attempts to positon a brand are wrong and over-long.
• Why time is always the enemy of marketing, and why you have to change to stay the same.

Affluent Millennials in Asia are ambitious and aspirational. They not only have the ability but also the propensity to spend on luxury goods and travel experiences. It has been predicted that Asian Millennials will be spending a total of $340 billion dollars globally on international travel in 2020, and that they will also dominate the global luxury consumer space. Therefore, it is crucial for any luxury, travel, and hospitality brand to prioritize this demographic segment in order to remain competitive.

In this session, Amrita Banta, MD of Agility Research and Strategy, a top 10 global firm on luxury and premium research, will present the latest findings from the Affluent Insights Generation AAA Affluent Asian Millennial report, which explored the lives of Affluent Millennials in 7 key Asian markets such as China, India, Hong Kong and Singapore.

During this session, you will : 

• Learn about the luxury and travel behaviour and preferences observed among the Affluent Asian Millennials.
• Discover the different purchase channels and sources of awareness that they frequent, both online and offline.
• Learn from the brands they love; why they love them and why not other brands.
• Identify the new ways that brands can strategize their marketing and business offerings in order to meet the needs and wants of the Affluent Asian Millennial.

Affluent Millennials in Asia are ambitious and aspirational. They not only have the ability but also the propensity to spend on luxury goods and travel experiences. It has been predicted that Asian Millennials will be spending a total of $340 billion dollars globally on international travel in 2020, and that they will also dominate the global luxury consumer space. Therefore, it is crucial for any luxury, travel, and hospitality brand to prioritize this demographic segment in order to remain competitive.

In this session, Amrita Banta, MD of Agility Research and Strategy, a top 10 global firm on luxury and premium research, will present the latest findings from the Affluent Insights Generation AAA Affluent Asian Millennial report, which explored the lives of Affluent Millennials in 7 key Asian markets such as China, India, Hong Kong and Singapore.

During this session, you will : 

• Learn about the luxury and travel behaviour and preferences observed among the Affluent Asian Millennials.
• Discover the different purchase channels and sources of awareness that they frequent, both online and offline.
• Learn from the brands they love; why they love them and why not other brands.
• Identify the new ways that brands can strategize their marketing and business offerings in order to meet the needs and wants of the Affluent Asian Millennial.

Many post-crisis consumers and most Millennial keenly differentiate between products and experiences they want to invest themselves into and necessities they want to buy as efficiently and cheaply as possible.  Gone are the days where shopping per-se and accumulating ‘stuff’ provided satisfaction and status.

Where does your brand stand on the continuum between ‘material’ and ‘meaningful’?  Is it where you want it to be?  Or might you be stuck in the middle? 

If your desired place is to be esteemed for both your product as well as what it stands for, then join us to look at and discuss what drives the sustained success of some of the best brands in this class – We call them ‘Ueber-Brands’ in our book.  Brands that go beyond.  

• How mission gives meaning and generates a strong buy-in 
• Why myths are the superior story and create magic
• About the power of balancing the longing and belonging
• How to un-sell to seduce
• About the need for ‘truth’ and ‘living the dream’ as the answer

• What is their luxury perception in 2014?
• In which country did they buy luxury items?
• Did they prepare their purchase?
• Where do they prefer to shop for luxury?
• Are they buying luxury online