We recently had the pleasure of taking a class taught by M Gaulthier BOCHE, who spoke to use about a current trend, Luxury and Super Premium Brand Management. We found out that the key to every brand, especially luxury or super premiums, is having a strong concept behind the name, and communicating it effectively. We saw a case study about one of his recent clients, Nespresso. Here are some key points from his lecture:
Luxury Brand Success:
o Thanks to the extraordinary relationship a brand builds with its customers
o Creating a concept and telling a story is key!
3 Pillars of Luxury/Super Premium Brand Mgmt
o Capture a brand vision (Chanel= freedom for women)
o Embody brand codes (don’t follow a trend, create a style)
o Manage retail network (manage the entry point of the brand for the consumer)
Brand Building Blocks
1. Logo which communicates the codes of luxury
2. Brand book (brand mission), style book (visual codes), guide book (in-store application)
Branding of Nespresso
o The product is part of the luxury universe first, then the food universe (emphasis on it’s luxury aspect)
o Selling a lifestyle, a coffee experience, an art de vivre
o Goal: to become the icon of luxury coffee
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