HEC Paris graduate and Ph.D Kellogg Business School (USA). Jean-Noël Kapferer is a renowned expert in brands, recognized worldwide for his work on brand identity, strategic brand management, and, more recently, luxury brand management. Emeritus professor from HEC Paris, he teaches luxury brand management at Tsing Hua University Beijing , Luxury Business Institute Seoul and Shangai Institute and is Advisor to the President of INSEEC. Kapferer is co-author of The Luxury Strategy (Kogan Page 2012), considered the “bible” by the luxury industry. His latest book is entitled Kapferer on Luxury: How can luxury brands grow yet remain rare? (Kogan Page 2015).