A graduate from HEC in 1978 with major in marketing, Patrick Albaladejo also holds a degree in Spanish from La Sorbonne university in Paris. He became an HEC affiliate professor after a long career in France and abroad as a senior executive in large international consumer goods groups (Quaker Oats, Colgate Palmolive, Diageo) and luxury family owned companies(Coty, Grant's, Hermès). Notably, for over 9 years, he held the position of executive vice-president in charge of strategy and image at Hermès International. He teaches the Luxury certificate and a luxury elective course part of the MBA, is involved in executive education programs. He specializes in international brand management and strategy and in brand image. He especially studies the pivotal role of emotion in the value creation by luxury brands.