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

Member only
Language: English

SGD $10 Members only

Event ended

*please note that booking the event in your calendar does NOT mean that you are registered. You need to register first if you want to attend an event.

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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