Luxury goods

January 2019

Brand Valuation: What, How and Why?

By Nader Tavassoli

As Chief Marketing Officer of a privately held Swiss luxury goods company, Lena Müller was tasked with valuing the company’s brand, whose products traded under the same name as the company itself. The reason her…

October 2019

Ferrari: Strategy in Transition

By Stefano Turconi

As Chief Marketing Officer of a privately held Swiss luxury goods company, Lena Müller was tasked with valuing the company’s brand, whose products traded under the same name as the company itself. The reason her…

November 2019

Christian Lacroix: A King Without a Kingdom

By Stefano Turconi

As Chief Marketing Officer of a privately held Swiss luxury goods company, Lena Müller was tasked with valuing the company’s brand, whose products traded under the same name as the company itself. The reason her…