MSc Marketing Management & Digital
"Moving from execution mechanics to brand architecture."
This strategy journal documents how academic theory at ESSEC (#1 in Asia, QS 2025) translates directly into real-world luxury brand strategy, consumer psychology, and market execution.
Preserving exclusivity, Maison heritage, craftsmanship storytelling, and clienteling in global markets.
Deconstructing decision heuristics, luxury consumer motivations, and status signalling in Asia-Pacific.
Generative Engine Optimization (GEO), AI-driven audience modeling, and omni-channel ecosystem design.
Attribution modeling, Customer Lifetime Value (CLV) optimization, and data-backed brand growth.
Connecting boutique physical experiences with friction-free digital luxury touchpoints.
Scaling high-consideration brands while maintaining equity and sustainable pricing power.
Selected Work from ESSEC
Audemars Piguet & Le Brassus: Heritage Preserved
Audit of Audemars Piguet's scarcity management, boutique clienteling, and digital storytelling strategy examined through the lens of luxury consumer psychology.