Building and protecting a brand’s value is one of the most critical aspects for every business, one that requires both the specialism of law and a deep understanding of the markets.
In business transactions or litigations, companies and legal experts rely on quantifiable sets of financial and marketing metrics. Still, I argue that brand equity does not fully account for the value of brands.
Next 25th February I will deliver a session about the cultural capital of luxury brands. I will profile brands as activators of customers’ individual, social and functional values in specific markets. I will consider how a brand’s cultural currency can appreciate or devalue in time, subject to societal evolutions and corporate responses to those evolutions.
The session is part of the “Fashion and Luxury Law Course” (4 February – 11 March), organized by TAILORED [link here] for lawyers wanting to build their expertise in the Greek high-end creative industries.
Join me and other law and luxury/fashion experts from: Deloitte Legal Italy, Vogue Greece, Polimoda Fashion School, Queen Mary University London, International Trademark Associations (INTA), Herbert Smith Freehills and others.