Klaus Heine is Luxury Marketing Professor at emlyon business school and helps companies build high-end brands with a higher purpose. His focus lies on purpose-driven branding, combining consumer psychology with brand identity planning to create the symbolic value and aura of luxury brands. At TU Berlin, he introduced the first luxury marketing course at a German university and conducted Germany’s first millionaire survey on luxury preferences. He has developed multiple Master’s programs in branding and emlyon’s first digital program in cooperation with China Europe International Business School (Shanghai). He is also active in management education at emlyon and for corporate clients, and has lectured worldwide at institutions such as ESSEC (Paris), the International University of Monaco, Sogang University (Seoul), Tongji University (Shanghai), the University of Cape Town, and Universidad Pontificia Bolivariana (Medellín). He has also collaborated with leading high-end companies, including Dior, Hermès, LVMH, Mercedes-Benz, Richemont, and SK-II.