Luxury Brand Management Webinar

Date: May 17, 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 Speaker and Expert

Sonny Miguel Tan

Global Consultant for Emerging Markets
Guidepoint & Tegus (New York/Chicago)

Sonny is a Strategic Marketing Communications Consultant for Brands & Product Strategy, Digital & Social Media Platform Innovations, Future Brands, Consumer Research, Market Trends & Forecasting, Through-The-Line 360° Media Planning, and Offline-Online Activations

With more than 15 years of experience across different industries from high-end Blue-chip tech companies, Fintech, Electric Vehicles, Luxury & Consumer Goods, FMCG, Healthcare to Travel & Leisure, to name a few.

His career spans across multiple markets from Asia Pacific, North America & EMEA, having been assigned to different global offices from: China- Shanghai, Beijing, Hong Kong & Guangzhou; with frequent campaign engagements/project assignments in New York, Munich, Gothenburg (Sweden), London (UK) and Singapore, as the Strategic Marketing Lead for various Western & Chinese companies with vision to globalize Chinese companies, and localize the strategic marketing directions and campaign ideas of western companies in
China and Asia Pacific.

He is the Consultant-at-Large and Technology, Media & Brand Marketing Expert Advisor of Guidepoint & Tegus (New York/Chicago) offering strategic insight advice for Hedge Funds, Investment Banking, Global Marketing & Media companies.

He worked with various advertising agencies in the region (Grey Group Advertising, Leo Burnett, Saatchi & Saatchi, Starcom Media Vest Group, McCann Worldgroup, Ogilvy & Mather, and TBWA) as Head of Strategy on branding & digital.

He managed and handled global luxury brands, such as: Volvo, Porsche, Ferrari, Cadillac, Siemens, HSBC, GlaxoSmithKline, Procter & Gamble, Dream Cruises, Tiger Air, McDonald’s, Pfizer, Mead Johnson, Huawei, Hersheys, Puma, Chivas, Union Pay, Coca Cola, just to name a few.

Sonny is a university Professor in Far Eastern University and DLSU College of St. Benilde.

He graduated from Far Eastern University with a degree in Mass Communications major in Broadcast Journalism, Cum Laude.


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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