Klaus Heine is Associate Professor of Luxury Marketing at emlyon business school, Asia and Co-Director of the High-end Brand Management Master Program at Asia Europe Business School in Shanghai. He holds a PhD from TU Berlin and specialises in high-end brand-building with applied-oriented research, education and practical projects with both, leading luxury brands and start-ups.
References
1. Aaker, D.A. (2010), Building Strong Brands, London, Simon & Schuster.
2. De Chernatony, L. (1999), Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation. Journal of Marketing Management, Vol. 15: 157-179.
3. Esch, F.-R. (2017), Strategie und Technik der Markenführung, 9th ed., Munich, Vahlen.
4.Heine, K. (2019) How to Build a High-end Brand. Upmarkit: Tallinn,https://upmarkit.com/brand-building-workbooks/ how-to-build-a-high-end-brand”
5. Kapferer, J.N. (2012),.The New Strategic Brand Management, 4th ed., London, Kogan Page.
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