Klaus Heine

Klaus Heine is Professor of Luxury Marketing at emlyon business school and helps companies build high-end brands with a higher purpose. His focus lies on purpose-driven branding, combinng consumer psychology with brand identity planning to create the symbolic value and aura of luxury brands. At TU Berlin, he introduced the first luxury marketing course at a German university and conducted Germany’s first millionaire survey on luxury preferences. He has developed multiple master’s programs in branding and emlyon’s first digital program in cooperation with CEIBS. With a strong media presence in Europe and Asia and nearly 100 publications across academic, industry, and conference platforms, he is also active in executive education at emlyon and for companies. He has lectured worldwide, including at ESSEC, IUM, Sogang (Seoul), Tongji (Shanghai), University of Cape Town, and Universidad Pontificia Bolivariana, and has collaborated with global houses including Dior, Hermès, LVMH, Mercedes-Benz, Richemont, and SK-II.