Lectures & Speeches: High-end Brand-Building

Online Courses

I'm the director of the High-end Brand Management Online Program, which is run in cooperation between emlyon, one of the top business schools in Europe, and CEIBS, one of the top business schools in Asia. This is the first online program of emlyon busines school. As part of this program, I am creating the online course "How to Build a High-end Brand" which is based on my book "Build a Brand to Change your World" and a number of fresh case studies and interviews with high-end brand managers such as Mrs. Qiong Er Jiang, the CEO & Artistic Director of Shang Xia and Patrick Thomas, the former president of Hermès,  It includes the following sessions:

  • Heine, K. (2021) High-end Business Modelling: The Brand-Building Canvas, session 1 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai, https://www.eceibs.com.
  • Heine, K. (2021) High-end Brand Vision: The Power of Starting with Why, session 2 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.
  • Heine, K. (2021) High-end Product Strategy: The Code of Luxury, session 3 of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.
  • Heine, K. (2021) High-end Brand Culture: How to Give your Brand a Soul, session 4 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.
  • Heine, K. (2021) High-end Brand Personality: How to bring your Brand alive, session 5 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.


Interview of Klaus Heine with Mrs. Qiong Er Jiang, the CEO & Artistic Director of Shang Xia and Patrick Thomas, the former president of Hermès


Lecturing at Universities / Business Schools

  • Emlyon Business School, from May 2012 until now; Associate Professor, Director of the High-end Brand Management program; courses in high-end branding on the Bachelor, Master, and executive levels.
  • Asia Europe Business School (AEBS), East China Normal University (ECNU), Shanghai, visiting professor since 2019.
  • Shanghai International Studies University (SISU), visiting professor since 2019, about "Identity-driven (Fashion) Brand Management"
  • United Business Institutes (UBI), Shanghai, visiting professor in the executive MBA program, about "High-end Brand-Building."
  • Universidad Pontificia Bolivariana, Medellin, visiting professor, "High-end Brand-building" at the Summer School 2017.
  • Sogang Business School, Seoul, visiting professor, giving a course about "Luxury Brand-building" at the Sogang International MBA Global Summer School 2016.
  • Johannes Gutenberg-Universität Mainz, 2 June 2016, guest lecture about "The Development of Luxury Brand Idenitity" at the Center for Luxury Research.
  • Lingnan University, Hong Kong, guest lectures and academic exchange at the marketing department, April 2014.
  • Thammasat Business School, Bangkok, guest lectures and academic exchange for one month at the marketing department, January 2014.
  • Technische Universität Berlin (TUB), Germany, nine semesters from October 2006 until now; in 2006 the first course about luxury marketing at a German university; from then on regular courses about luxury brand management; other courses include "Luxury Consumer Behaviour: The Millionaire Survey", "Luxury Consumer Behaviour in China", "The Personality of Luxury Brands", "Social Media and Luxury" and "The World Luxury Brand Analysis", courses of 3 ECTS.
  • Institute of Business Administration (IBA), University of Karachi, Pakistan, May 2012, "Luxury Brand Management", "Luxury Consumer Behavior", & "Luxury Marketing Research", guest lectures.
  • NUST University, Business School, Islamabad, Pakistan, 17 May 2012, "The Paradoxes of Luxury Marketing", guest lectures.
  • Gift University, Gujranwala / Lahore, Pakistan, 15 May 2012, "Inspirations from Luxury Brand Management", guest lecture.
  • bbw Hochscule / bbw University of Applied Science, Berlin, Germany, 14 December 2011, "The Brand Personality of Chanel & bbw: Lessons Learned from Luxury Brands", one-day management training seminar.
  • Szkoła Główna Handlowa w Warszawie / Warsaw School of Economics, Poland, 30 November 2011, "The Identity of Luxury Brands", guest lecture.
  • TUB Summer School in cooperation with the Tecnológico de Monterrey, Mexico, August 2010 & 2011, "International Marketing Strategies: The Case of Luxury Brands", lectures in Athens, Berlin, London, and Paris, two-week courses of 3 ECTS.
  • ESSEC Business School, Paris, France, 22 April 2011, "The German Luxury Industry" & "Luxury Market Research", guest lectures.
  • Berliner Technische Kunsthochschule / Berlin Technical Art College (BTK), Germany, the marketing lecturer of BTK for six semesters from October 2007 to August 2010, for the courses "Entrepreneurial Marketing" & "Strategic Marketing" including many case studies of luxury brands, courses of 3 ECTS.
  • Deutsches Verpackungsinstitut / German Packaging Institute, Berlin, Germany, November 2008 & 2009, "Packaging as a Strategic Marketing Tool", case studies of luxury brands, two-day management trainging seminars.
  • Hochschule für Wirtschaft und Recht / Berlin School of Economics and Law (HWR), Germany, one semester from October 2009 to February 2010, lecturer of "Entrepreneurial Marketing", including case studies of luxury brands, course of 3 ECTS.
  • University of Stellenbosch, Cape Town, South Africa, 5 October 2009, "The Personality of Luxury Brands", guest lecture.
  • University of Namibia, Windhoek, 28 September 2009, "The Luxury Brand Identity: The Case of Mont Charles de Monaco", guest lecture.
  • University of Malta, 24 February 2009, "Building a Luxury Brand Identity: The Case of Chanel", guest lecture.
  • Verwaltungs- und Wirtschafts-Akademie / Academy of Business Administration and Public Management (VWA), Berlin, Germany, May 2007 to January 2009, lecturing occasionally about consumer behaviour, market research, strategic marketing including case studies of luxury brand management.
  • International University of Monaco, 21 April 2008, "Building a Luxury Brand Personality based on Constructs of the Consumer Behaviour: The Case of Mont Charles de Monaco", guest lecture.
  • École Supérieure de Commerce de Toulouse (ESCT), France, May 2007 & March 2008, "International Luxury Goods Marketing" as part of the "International Management Option“ MBA program, one-week courses of 3 ECTS.
  • Tongji University / Chinese German College for Postgraduate Studies (CDHK), Shanghai, China, October 2007, "Strategic Marketing and Luxury Brand Management", course of 1.5 ECTS.
  • University of Cape Town, South Africa, 30 March 2007, "International Luxury Brand Management: The Positioning of Luxury Brands", guest lecture.





Speeches at Business Conferences / Seminars

  • Heine, K. (2022) How to grow (internal) Brand Ambassadors. Estonian Chamber of Commerce, 22nd April 2022.
  • Heine, K. (2021) Neue Wege nach China, Meisterkreis Executive Conference, University of the Arts (UdK) Berlin, Faculty of Design, November 4.
  • Heine, K. (2021) How to Humanize your Brand and give it a strong Personality, Key note speech at the ‘Made in Estonia’ Export Conference, hosted by Enterprise Estonia, the Estonian Chamber of Commerce & Industry, and Swedbank, Oct 20.
  • Heine, K. (2021) How Tourist Companies can rethink their Branding Strategies, as part of the Conference "Sustainable Urban Tourism Development" organized by the Estonian Chamber of Commerce, June 10.
  • Heine, K. (2021) The Code of Luxury: Denken und Handeln wie eine Luxusmarke (Thinking and Acting like a Luxury Brand), Workshop Mercedes-Benz, Group Research, Future Technologies (RD/RT), March 3.
  • Heine, K. (2020) High-end Brand Building, Workshop series organized by the Estonian Chamber of Commerce, February 16, March 16, April 13, and May 4.
  • Heine, K. (2020) The Application of High-end Brand-Building to the Food Sector, Food Sector Product Development Conference, Session 1 on November 26 and Session 2 on December 16.
  • Heine, K. (2019) Brand Activism: Why Luxury Brands need to Take a Stand. Emlyon Makers Night on Branding, CCI France Chine, Shanghai, October 25.
  • Heine, K. (2017) "The Impact of Asian Consumer Culture on Business Model & Retail Innovations", German Retail Executive Summit, Google Tokyo Partnerplex, Tokyo, 5 Sep 2017.
  • Heine, K. (2016) Workshop "The Making of a High-end Brand" on top of the Diwang Tower with about 40 entrepreneurs from Shenzhen interested in developing and up-marketing their own high-end brands: more here.
  • Heine, K. (2015) Speech about "Die Bedeutung von Hedonismus & Purismus im modernen Luxus(-Lebensmittel)konsum" (hedonism / prestige and authenticity trends and their impact on luxurz brand-building) at the Conference "The Change of Luxury: New Challenges and Opportunities for Market Research and Marketing in the Luxury Food Industry" at the Universitz of Göttingen, May 16 & 17, 2015.
  • Heine, K. (2013) Keynote speech "Luxury City Branding Vienna" followed by a podium discussion and workshops at the "Luxury Upgrade Vienna" conference, which was setup by the Vienna Tourist Board for its high-end / luxury partners, more here.
  • Heine, K. (2013) Building Chinese Customer Loyalty Through an Effective Luxury Rewards Program; conference chairman and panel speaker at the Luxury Marketing China Summit, Beijing, 24 April.
  • Heine, K. (2013) A New Stage in China Luxury Marketing; co-organizer of the EMLYON Meisterkreis China Luxury Symposium, Shanghai, 15 April, more here.
  • Heine, K. (2013) Luxusmarketing - Schlüssel zum Erfolg im Weinmarkt? [Luxury Marketing – Key to Success in the Wine Market?], Presented at the Meininger Seminar at the Pro Wein Trade Fair, Duesseldorf, 25 March.
  • Heine, K. (2013) Kein Ying ohne Yang: High-end und Kreativität in China [No Ying without Yang: High-end and Creativity in China], Presented at Meisterkreis Luxury Summit, Berlin, 22 March.
  • Heine, K. (2011) Das deutsche Luxus-Wunder, Presented at the Luxury Business Day, Munich, 15 April.
  • Heine, K. (2009) The Impact of the Luxury Brand Identity on Packaging Design. Presented at the LuxePack Conference, Monaco, 20-22 October.
  • Heine, K. (2009) Is Berlin Luxury the Future Luxury? Presented at the International Herald Tribune Techno Luxury Conference, Berlin, 16-18 November.
  • Heine, K., Waldschmidt, V. (2009) Onlinebasierte Anwendung der Repertory Grid-Methode am Beispiel der Luxusproduktbranche. Presented at the symposium Den ‚homo digitalis‘ verstehen – Qualitative Forschung im Internet, organised by the Berufsverband Deutscher Markt- und Sozialforscher e.V., Frankfurt a.M., 21 April.