Luxury Brand Management Webinar

Date: September 13, 2022
Location: Webinar via Zoom

Luxury Brand Management Webinar


Brand positioning is key strategic tool in managing brands. Luxury brands have its niche market and unique positioning. Having identified its price points in the upscale, brands have to learn the principles, concepts, dynamics and customer experience of luxury management to effectively penetrate its target customers in today’s market environment.

In this webinar, marketers will learn how luxury brands are created, how to properly communicate the value of your brand, and how to harness marketing skills important to grow in luxury industry. Case studies will be presented for better understanding, benchmarking, and appreciation.

The program is designed for marketers, business development managers, CMOs, merchandise managers, brand/category managers, hoteliers, travel planners, entrepreneurs and those involved in marketing/advertising luxury brands and industries.

Key Webinar Topics

1. Essence of Luxury Brand and Industry

– Discussion on the essence of luxury brand management
– Address brand power and potentials; how luxury brands and businesses should be managed

2. The Luxury Customers and Clients

– Analyze the behaviour and overall psychographics/demographics of luxury clientele;
long-term trends in the luxury market

3. The Luxury Brand Identify

– Understand brand DNA and code of luxury brands
– Present case studies, discuss its strengths,
opportunities, issues, and challenges

4. International Distribution and Retailing of Luxury

– Analyze trends and systems of distribution and retailing
– Impact of technology on trends and systems

5. Managing Brand Creation, Communication and Sustainability

– Brand development and strategies, omni-channel marketing, brand champions/skills, and brand CSR (Corporate Social Responsibility)

Who Should Attend

Marketers, Business Development Managers, CMOs, Brand/Category Managers, Retailers, Hoteliers, Travel Planners, Merchandise Managers, Entrepreneurs, Franchise Business Owners, E-Commerce Merchants, CMOs, Corporate Marketers, Digital Marketers, Start-ups, Content Providers, Digital Marketing Service Providers, Suppliers, Academe and those involved in marketing/advertising luxury and upscale brands, products, and services.

The Resource Speakers and Experts

Prof. Jose G. Miranda

Independent Consultant
Former Associate Professor
Asian Institute of Management (AIM)

Prof. Jose G. Miranda taught at the Asian Institute of Management for the past 20 years as an Associate Professor. He also taught in top universities, such as, Ateneo de Manila University, De La Salle University, University of Sto. Tomas and Manhattan College, New York. He is a proven preacher and practitioner of Marketing Management, CRM, Niche Marketing, Brand Equity Management and Corporate Social Responsibility (CSR).

Recently, he conducted Management Development Program at Bangko Sentral ng Pilipinas (BSP) and SIDC, the biggest agri-based cooperative.

An indefatigable Academic and Industry Practitioner in Marketing and Communication, he managed brands, such as: Bear Brand, San Miguel Beer, Singer, GE, Johnson & Johnson, Nestle, and Westinghouse.

He holds a Bachelor of Arts degree in Journalism from the University of Sto. Tomas and MS in Advertising from University of Illinois.

Shayne Garcia-Madamba

Chief Digital Officer
Havas Media Ortega

Shayne has been in the media industry for almost 20 years. She is currently the Chief Digital Officer of Havas Media Ortega. She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – two of which include Campaign Asia Digital Agency of the Year Award 2017 and ’40 under 40′ individuals in APAC by Campaign Asia in 2016.

While most believe that her world revolves around advertising, there is one thing that Shayne could not live without – teaching. She is a regular subject-matter-expert and media program chair at the CDM program (Certified Digital Marketer Program), and she spent years teaching in UP Diliman and UP Manila. Shayne is a veteran speaker in multiple marketing events here and abroad: most recently, she was one of the workshop leads for the Nicholas Hall Conference in Vienna Austria last April 2019 and a keynote speaker in the recent New Directions conference in London last November 2019.

Registration Fee

PHP 6,999 + VAT

Discount and Payment Scheme

– 5% for Returning Fiera Participants
– 5+1 Package (send 5 Participants and get one free additional

Register Today!

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