{{Short description|Lecturer in luxury marketing, luxury brand management}} {{multiple issues| {{BLP sources|date=April 2012}} {{notability|Biographies|date=April 2012}} }}{{Infobox person | name = Klaus Heine | image = | alma_mater = Technische Universität Berlin (Business Administration)<br/>Macquarie University, Sydney | occupation = Lecturer, Consultant | employer = Emlyon Business School | known_for = Luxury brand management, luxury marketing, brand personality, brand identity }} '''Klaus Heine''' is a lecturer in luxury marketing, luxury brand management, brand personality and brand identity at the Emlyon Business School and works as an independent consultant specializing in luxury brand management.
== Biography == Klaus Heine studied Business Administration with a focus on marketing and human resources at Technische Universität Berlin and Macquarie University in Sydney. He wrote his Master thesis at ThyssenKrupp Asia/Pacific in Shanghai about the marketing of European product innovations in China and his doctoral dissertation at TUB about the identity of luxury brands. He is currently working as a researcher and lecturer at the chair of marketing at TUB and as an independent [consultant] specializing in luxury brand management.
He conducted qualitative and quantitative luxury consumer surveys in Europe and on-site in China and published his research results in scientific and business conferences and international journals. His research initiated a broad press coverage in Germany with articles for instance in Die Zeit, Handelsblatt, Focus, Manager Magazin, and Süddeutsche Zeitung. Dr. Heine worked for the consulting company trommsdorff + drüner, which is affiliated with the marketing chair, and also on various independent consulting projects, which includes, amongst others, the Luxury Institute New York and Mont Charles de Monaco.
== Publications == * Heine, K. (2012), [http://www.conceptofluxurybrands.com/content/die-identit%C3%A4t-von-luxusmarken#overlay-context=content/32-scope-luxury Die Identität von Luxusmarken]{{Dead link|date=March 2026 |bot=InternetArchiveBot }}, In: The Luxury Business Report, 30 March 2012 * Heine, K. (2011) [www.worldluxurybranddirectory.com The World Luxury Brand Directory], {{ISSN|2193-5440}}, Technische Universität Berlin * Heine, K. (2009) Is Berlin Luxury the Future Luxury? Presented at the International Herald Tribune Techno Luxury Conference, Berlin, 16–18 November. * Heine, K. (2009) The Impact of the Luxury Brand Identity on Packaging Design. Presented at the LuxePack Conference, Monaco, 20–22 October. * Heine, Klaus: [http://www.conceptofluxurybrands.com The Concept of Luxury Brands] {{Webarchive|url=https://web.archive.org/web/20120426064215/http://www.conceptofluxurybrands.com/ |date=2012-04-26 }}. Luxury Brand Management, No. 1, {{ISSN|2193-1208}} * Heine, K. (2012) [http://nbn-resolving.de/urn:nbn:de:kobv:83-opus-34257 The Identity of Luxury Brands], luxury marketing, Technische Universität Berlin * Phan, M., Thomas, R., Heine, K. (2011) Luxury Brand Revitalization through Social Media, Presented at the KAMS Fall Conference, Seoul, 19 November. * Phan, M., Thomas, R., Heine, K. (2011) Social Media and Luxury Brand Management: The Case of Burberry. In: Journal of Global Fashion Marketing, Vol. 2, Issue 4, pp. 213–222. * Heine, K., Phan, M. (2011) Trading-Up Mass-Market Goods to Luxury Products. In: Australasian Marketing Journal, Vol. 19, Issue 2, pp. 108–114. * Heine, K., Kübrich, K., Phan, M. (2010) The Definition of Luxury Products by their Constitutive Characteristics. Presented at the KAMS Fall Conference, Seoul, 27 November. * Heine, K. (2010) [http://www.ejbrm.com/volume8/issue2/p132 Identification and Motivation of Participants for Luxury Consumer Surveys by Viral Participant Acquisition] {{Webarchive|url=https://web.archive.org/web/20110917074504/http://www.ejbrm.com/volume8/issue2/p132 |date=2011-09-17 }}. In: The Electronic Journal of Business Research Methods, Vol. 8, Issue 2, pp. 132–145 * Heine, K. (2010) Luxury & Sustainability: Implications of a Consumer-oriented Concept of Luxury Brands. Presented at the ITU-TUB Joint Conference, Istanbul, 10–12 November. * Heine, K. (2010) The Personality of Luxury Fashion Brands. Journal of Global Fashion Marketing, Vol. 1, Issue 3, pp. 154–163. * Heine, K., Trommsdorff, V. (2010) Dimensions of the Luxury Brand Personality. Proceedings of the Global Marketing Conference, Tokyo, 9–12 September, pp. 453–465. * Heine, K., Trommsdorff, V. (2010) The Universe of Luxury Brand Personality Traits. Presented at the Global Marketing Conference, Tokyo, 9–12 September, p. 439. * Heine, K. (2010) A Theory-based and Consumer-oriented Concept of Luxury Brands. Presented at the In Pursuit of Luxury Conference, London, 18 June. * Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys. Proceedings of the 9th European Conference on Research Methodology for Business and Management Studies, Madrid, 24–25 June, pp. 183–193. * Heine, K. (2010) The Luxury Brand Personality Traits. Proceedings of the 6th Thought Leaders International Conference in Brand Management, Lugano, 18–20 April. * Heine, K., Trommsdorff, V. (2010) [https://web.archive.org/web/20100326181826/http://marketing-trends-congress.com/2010_cp/Materiali/Paper/Fr/Trommsdorff_Heine.pdf Practicable Value-Cascade Positioning of Luxury Fashion Brands]. Proceedings of the 9th International Marketing Trends Conference, Venice, 21–23 January * Heine, K. (2009) [http://www.ejbrm.com/volume7/issue1/p25 Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality] {{Webarchive|url=https://web.archive.org/web/20110917092153/http://www.ejbrm.com/volume7/issue1/p25 |date=2011-09-17 }}. In: The Electronic Journal of Business Research Methods, Vol. 7, Issue 1, pp. 25–38 * Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. Proceedings of the 8th European Conference on Research Methodology for Business and Management Studies, Valletta, Malta, 22–23 June, pp. 160–170.
== References == <references />
== External links == * {{Official website}} * The [http://www.conceptofluxurybrands.com "Concept of Luxury Brands"] {{Webarchive|url=https://web.archive.org/web/20120426064215/http://www.conceptofluxurybrands.com/ |date=2012-04-26 }}
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{{DEFAULTSORT:Heine, Klaus}} Category:20th-century German people Category:Living people Category:Market researchers Category:Marketing theorists Category:Macquarie University alumni Category:Academic staff of Emlyon Business School Category:Technische Universität Berlin alumni Category:Year of birth missing (living people)