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PRACTICAL TIPS FOR NEW ENTRANTS IN THE LUXURY BUSINESS : THE SECRETS OF FINANCIAL BRAND MANAGEMENT.

The study of the Financial Value of Brands and Goodwill valuation within the Luxury Goods Industry, in its full richness, has preoccupied me for almost three decades.

The reason is because although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset.

While trained in the early days of my career as a Corporate and Investment Banker mostly with Citibank and Merrill Lynch and steeped in the discipline of both financial and marketing reasoning, I have sought to capture the complexity of what actually brands and branding means in a way that advances financial theory and brings that theory to life for practitioners.

During my academic life, my goal has been to develop both rigorous and useful frameworks for understanding best practice in branding from a pure financial standpoint, covering everything from the value of brand positioning to the value of brand protection, including the value of visual and verbal identity and the value of brand communications.

There is a relationship between a brand and its customers and that relationship means money within the Luxury Goods Industry where clients want to know what prestige and what quality they are getting for their money!

This being said, the tricky questions are: what explains a Premium Brand’s Profitability and what should be any Premium Brand’s Optimized Financial Strategy?

This quick note is just the result of the blending of my academic experiences as well as my business and consulting experiences.

Many people both in the academic and “real” worlds –too numerous to mention- have had an influence on my today’s expertise and state of mind.

To all these persons, I am deeply grateful.

That said, with the current crisis, we believe we have a unique opportunity to not just refresh the look and feel of the brands but to communicate to the world, through our words and actions , who those brands are and what they stand for !

So join us in ROME for the first ITALIE-FRANCE.COM / CONVERSATIONPRIVEE.COM LUXURY CONFERENCE on July 1ST  !

We have great plans for the future of some brands, and we’ll be able to share more details in ROME.

For now, let me thank you on behalf of ITALIEFRANCE.COM and CONVERSATIONPRIVEE.COM for staying connected with us today.

See you all in ROME !

 

Sponsorship opportunities are available, contact me at PHLDUCX@aol.com

 

 Phil Latimier du Clésieux, Ph.D.