Klaus Heine

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Klaus Heine is a lecturer in luxury marketing, luxury brand management, brand personality and brand identity at Emlyon Business School and works as an independent consultant in luxury brand management. He studied Business Administration with a focus on marketing and human resources at Technische Universität Berlin and Macquarie University in Sydney. For his Master’s degree, he wrote a thesis at ThyssenKrupp Asia/Pacific in Shanghai about marketing European product innovations in China. His doctoral dissertation at TU Berlin explored the identity of luxury brands. He is currently a researcher and lecturer in the marketing chair at TU Berlin and runs his own consultancy in luxury brand management. He has conducted both qualitative and quantitative studies of luxury consumers in Europe and China, and has published his results in scientific journals and at international conferences. His research has received broad press coverage in Germany, with articles in Die Zeit, Handelsblatt, Focus, Manager Magazin and Süddeutsche Zeitung. He previously worked for the consulting firm trommsdorff + drüner, which is affiliated with the marketing chair, and has also carried out independent consulting projects, including with the Luxury Institute in New York and Mont Charles de Monaco.