About me
I'm a masters student in marketing (M.Sc.) at HEC Montréal and President of the Masters and Phd Student Union (aemdhec.com)
Thesis Title: Brand Portfolio Premiumisation Strategies: A Multiple Case Study in the Beer Industry. Thesis summary: The objective of this thesis is to determine how to convince consumers to trade up for premium brands, and analyse the marketing strategies of international brewers pursuing a premiumisation strategy within their brand portfolio. A qualitative multiple case study approach with semi-constructed interviews among senior executives in large international breweries will be used.Keywords: Premiumisation, Brand Portfolio Management, Brand Architecture, Marketing Strategy, Beer Industry, International Brands
A big dose a Web culture with a passion for digital marketing, I share a few of my opinions on my blog.
I have a wide range of interests:
- Online media and web strategy
- Advertising strategies
- Graphical Design and Photography
- Creativity and Innovation Management
