Klaus Heine is a lecturer in luxury

marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

, luxury

brand management In marketing, brand management refers to the process of controlling how a brand is perceived in the market (economics), market. Tangible elements of brand management include the look, price, and packaging of the product itself; intangible element ...

, brand personality and brand identity at the

Emlyon Business School EM Lyon Business School (styled emlyon) is a business school in Lyon, France, established in 1872, and affiliated with the Lyon Chamber of Commerce and Industry. A '' grande école de commerce'', EM Lyon Business School offers a range of academi ...

and works as an independent

consultant A consultant (from "to deliberate") is a professional (also known as ''expert'', ''specialist'', see variations of meaning below) who provides advice or services in an area of specialization (generally to medium or large-size corporations). Cons ...

specializing in luxury brand management.

Biography

Klaus Heine studied

Business Administration Business administration is the administration of a commercial enterprise. It includes all aspects of overseeing and supervising the business operations of an organization. Overview The administration of a business includes the performance o ...

with a focus on

and

human resources Human resources (HR) is the set of people who make up the workforce of an organization, business sector, industry, or economy. A narrower concept is human capital, the knowledge and skills which the individuals command. Similar terms include ' ...

Technische Universität Berlin (TU Berlin; also known as Berlin Institute of Technology and Technical University of Berlin, although officially the name should not be translated) is a public university, public research university located in Berlin, Germany. It was the first ...

and

Macquarie University Macquarie University ( ) is a Public university, public research university in Sydney, New South Wales, Australia. Founded in 1964 by the New South Wales Government, it was the third university to be established in the Sydney metropolitan area. ...

Sydney Sydney is the capital city of the States and territories of Australia, state of New South Wales and the List of cities in Australia by population, most populous city in Australia. Located on Australia's east coast, the metropolis surrounds Syd ...

. He wrote his

Master Master, master's or masters may refer to: Ranks or titles In education: *Master (college), head of a college *Master's degree, a postgraduate or sometimes undergraduate degree in the specified discipline *Schoolmaster or master, presiding office ...

thesis at

ThyssenKrupp ThyssenKrupp AG (, ; stylized as thyssenkrupp) is a German industrial engineering and steel production multinational conglomerate. It resulted from the 1999 merger of Thyssen AG and Krupp and has its operational headquarters in Duisburg and E ...

Asia/Pacific in

Shanghai Shanghai, Shanghainese: , Standard Chinese pronunciation: is a direct-administered municipality and the most populous urban area in China. The city is located on the Chinese shoreline on the southern estuary of the Yangtze River, with the ...

about the

of European product innovations in China and his doctoral dissertation at TUB about the identity of luxury brands. He is currently working as a researcher and lecturer at the chair of marketing at TUB and as an independent onsultantspecializing in luxury brand management. He conducted qualitative and quantitative luxury consumer surveys in

Europe Europe is a continent located entirely in the Northern Hemisphere and mostly in the Eastern Hemisphere. It is bordered by the Arctic Ocean to the north, the Atlantic Ocean to the west, the Mediterranean Sea to the south, and Asia to the east ...

and on-site in

China China, officially the People's Republic of China (PRC), is a country in East Asia. With population of China, a population exceeding 1.4 billion, it is the list of countries by population (United Nations), second-most populous country after ...

and published his research results in scientific and business conferences and international journals. His research initiated a broad press coverage in

Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...

with articles for instance in Die Zeit, Handelsblatt, Focus, Manager Magazin, and Süddeutsche Zeitung. Dr. Heine worked for the consulting company trommsdorff + drüner, which is affiliated with the marketing chair, and also on various independent consulting projects, which includes, amongst others, the Luxury Institute New York and Mont Charles de

Monaco Monaco, officially the Principality of Monaco, is a Sovereign state, sovereign city-state and European microstates, microstate on the French Riviera a few kilometres west of the Regions of Italy, Italian region of Liguria, in Western Europe, ...

Publications

* Heine, K. (2012)
Die Identität von Luxusmarken
In: The Luxury Business Report, 30 March 2012 * Heine, K. (2011) ww.worldluxurybranddirectory.com The World Luxury Brand Directory , Technische Universität Berlin * Heine, K. (2009) Is Berlin Luxury the Future Luxury? Presented at the International Herald Tribune Techno Luxury Conference, Berlin, 16–18 November. * Heine, K. (2009) The Impact of the Luxury Brand Identity on Packaging Design. Presented at the LuxePack Conference, Monaco, 20–22 October. * Heine, Klaus
The Concept of Luxury Brands
Luxury Brand Management, No. 1, * Heine, K. (2012
The Identity of Luxury Brands
luxury marketing, Technische Universität Berlin * Phan, M., Thomas, R., Heine, K. (2011) Luxury Brand Revitalization through Social Media, Presented at the KAMS Fall Conference, Seoul, 19 November. * Phan, M., Thomas, R., Heine, K. (2011) Social Media and Luxury Brand Management: The Case of Burberry. In: Journal of Global Fashion Marketing, Vol. 2, Issue 4, pp. 213–222. * Heine, K., Phan, M. (2011) Trading-Up Mass-Market Goods to Luxury Products. In: Australasian Marketing Journal, Vol. 19, Issue 2, pp. 108–114. * Heine, K., Kübrich, K., Phan, M. (2010) The Definition of Luxury Products by their Constitutive Characteristics. Presented at the KAMS Fall Conference, Seoul, 27 November. * Heine, K. (2010
Identification and Motivation of Participants for Luxury Consumer Surveys by Viral Participant Acquisition
In: The Electronic Journal of Business Research Methods, Vol. 8, Issue 2, pp. 132–145 * Heine, K. (2010) Luxury & Sustainability: Implications of a Consumer-oriented Concept of Luxury Brands. Presented at the ITU-TUB Joint Conference, Istanbul, 10–12 November. * Heine, K. (2010) The Personality of Luxury Fashion Brands. Journal of Global Fashion Marketing, Vol. 1, Issue 3, pp. 154–163. * Heine, K., Trommsdorff, V. (2010) Dimensions of the Luxury Brand Personality. Proceedings of the Global Marketing Conference, Tokyo, 9–12 September, pp. 453–465. * Heine, K., Trommsdorff, V. (2010) The Universe of Luxury Brand Personality Traits. Presented at the Global Marketing Conference, Tokyo, 9–12 September, p. 439. * Heine, K. (2010) A Theory-based and Consumer-oriented Concept of Luxury Brands. Presented at the In Pursuit of Luxury Conference, London, 18 June. * Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys. Proceedings of the 9th European Conference on Research Methodology for Business and Management Studies, Madrid, 24–25 June, pp. 183–193. * Heine, K. (2010) The Luxury Brand Personality Traits. Proceedings of the 6th Thought Leaders International Conference in Brand Management, Lugano, 18–20 April. * Heine, K., Trommsdorff, V. (2010
Practicable Value-Cascade Positioning of Luxury Fashion Brands
Proceedings of the 9th International Marketing Trends Conference, Venice, 21–23 January * Heine, K. (2009
Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality
In: The Electronic Journal of Business Research Methods, Vol. 7, Issue 1, pp. 25–38 * Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. Proceedings of the 8th European Conference on Research Methodology for Business and Management Studies, Valletta, Malta, 22–23 June, pp. 160–170.

References

External links

* * Th
"Concept of Luxury Brands"
{{DEFAULTSORT:Heine, Klaus 20th-century German people Living people Market researchers Marketing theorists Macquarie University alumni Academic staff of Emlyon Business School Technische Universität Berlin alumni Year of birth missing (living people)