Program

A focus on high-end branding

The high-end segment is facing tremendous changes: From logo luxury in the 90’s to understatement products in the 2000’s, we are moving towards ‘good luxury’ backed by changing consumer preferences: from ‘owning’ to ‘sharing and experiencing’ and to a growing desire for sustainable products that are good for the environment, while at the same time also being good for the people involved. Instead of just selling functions and performance, high-end brands need to develop symbolic and especially cultural capital and create a brand identity and lifestyle that is appreciated by today’s consumers, whose interests have evolved from seeking prestige to self-actualization and personal growth. Branding is a core skill for these tasks and a key competency for managing existing high-end companies and for starting new businesses. The MSc in High-end Brand Management will focus on the creation of cultural capital and symbolic capital, which is done in various courses such as ‘High-end Brand-building’, ‘Cultural Branding’ and ‘Crafting the Entrepreneurial Story’. We also believe that teaching of branding skills should be paired with encouraging the development of a broader cultural capital and passion for the high-end cultural and creative industries.