Klaus Heine is a lecturer in luxury

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

, luxury

brand management In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is per ...

, brand personality and brand identity at the Emlyon Business School and works as an independent

consultant A consultant (from la, consultare "to deliberate") is a professional (also known as ''expert'', ''specialist'', see variations of meaning below) who provides advice and other purposeful activities in an area of specialization. Consulting servic ...

specializing in luxury brand management.

Biography

Klaus Heine studied

Business Administration Business administration, also known as business management, is the administration of a commercial enterprise. It includes all aspects of overseeing and supervising the business operations of an organization. From the point of view of management ...

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 m ...

at Technical University of Berlin (TUB) and

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

Sydney Sydney ( ) is the capital city of the state of New South Wales, and the most populous city in both Australia and Oceania. Located on Australia's east coast, the metropolis surrounds Sydney Harbour and extends about towards the Blue Mountain ...

. He wrote his

Master Master or masters may refer to: Ranks or titles * Ascended master, a term used in the Theosophical religious tradition to refer to spiritually enlightened beings who in past incarnations were ordinary humans *Grandmaster (chess), National Master ...

thesis at

ThyssenKrupp ThyssenKrupp AG (, ; stylized as thyssenkrupp) is a German industrial engineering and steel production multinational corporation, multinational Conglomerate (company), conglomerate. It is the result of the 1999 merger of Thyssen AG and Krupp and h ...

Asia/Pacific in

Shanghai Shanghai (; , , Standard Mandarin pronunciation: ) is one of the four direct-administered municipalities of the People's Republic of China (PRC). The city is located on the southern estuary of the Yangtze River, with the Huangpu River flow ...

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 large peninsula conventionally considered a continent in its own right because of its great physical size and the weight of its history and traditions. Europe is also considered a Continent#Subcontinents, subcontinent of Eurasia ...

and on-site in

China China, officially the People's Republic of China (PRC), is a country in East Asia. It is the world's most populous country, with a population exceeding 1.4 billion, slightly ahead of India. China spans the equivalent of five time zones and ...

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 is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwe ...

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.

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.

External links

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