Prof. Dr. Felicitas Morhart

Interview with Prof. Dr. Felicitas Morhart – Founder of the Swiss Center for Luxury Research

I hope I’m not stepping on anyone’s toes, but I would say that in the luxury sector, the brand is the most important asset of all. Hardly any other sector can say that the brand is so expensive, so “costly” for the customer, because the big difference in luxury – also in distinction to premium products – is that often the brand itself is a certain performance attribute for me and there is also a relation between the functional or economic value of the good, the brand and the price one pays.