Committee Marketing & Communication  •  Retail and Luxury

ESSEC – FCCS C-Suite Dialogue Series #4: The Art of Creating Brand Desire

1880 Social Club, 1 Nanson Rd, level 3, 238909, Singapore
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Member only

Price: SGD $10 Members only


Event ended.

Join our experts to learn about desirability of brands and its importance in creating loyalty, promoting growth, and building a sustainable business.

Luxury brands have an intangible element that captures the tradition, heritage, craftsmanship, exclusivity, and premiumness of luxury and couples it with a promise of pleasure. Attaining and experiencing this element comprises the dream associated with a luxury brand.

Creating a dream or brand desire is crucial to building successful luxury brands. The challenge in managing luxury brands is the constant trade-off between growth and exclusivity.  

In this fourth installment of the ESSEC - FCCS C-Suite Dialogue Series, moderated by Prof. Sonja Prokopec, Professor of Marketing at ESSEC Business School, will focus on brand desire and its importance in creating loyalty, promoting growth, and building a sustainable business.

The panel discussion will gather industry experts to provide insights into their challenges, solutions, and future strategies for developing strong brands with deep connections with consumers.


- 8:00 am: Registration and welcoming of attendees

- 8.30am-9.15am: Dialogue session hosted by Prof. Sonja Prokopec

- 9.15am- 9.40am: Q/A with the audience

- 9.40am- 10.00am: Networking session



- Mollie JEAN DE DIEU, General Manager, Longchamp Singapore & Malaysia

- Fabienne PELLEGRIN, General Manager Singapore & Hong Kong, LBB Asia

Moderated by Prof. Sonja PROKOPEC, Professor of Marketing, ESSEC Business School


Terms & Conditions 

  • Full payment is required upon registration. 
  • No refunds will be made for no-shows.
  • Please note that photographs and videos may be taken during the event for news and publicity purposes.


Event Location


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