Presentation of Paper - The role of the sales manager in luxury goods Industry.

1. The role of the Sales Manager in
Luxury Goods Company
- The protection of Brand Equity approach.
Lucas COLARES
MA – LUXURY, FASHION & SALES MANAGEMENT

2. THE ROLE OF SALES MANAGER - LUXURY
1- Introduction
2-Luxury companies and the value of the brand
3-The act of sale and the valuation of the brand
4-Conclusion

3. SALES
MANAGER
CUSTOMERS BRAND
«When we think of luxury the central unit of analysis is the brand »
Kapferer and Bastien (2009, p.79) .

4. FINANCIAL VALUE
TANGIBLE VALUES INTANGIBLE VALUES
« Brand Equity stands for a financial concept associated with the
valuation placed on a brand. It is useful to recognize that the equity of
a brand is driven by brand image, a customer concept ».
Aaker et Biel (1993, p.70)
Lewi, (1999, p.14)

5. The luxury brands are in fact, of all brands, those to which the greatest
part of ‘intangibles earnings’ is attached».
For Kapferer and Bastien (2009, p.120)

6. SALES /DISTRIBUTION AND THE PROTECTION OF BRAND EQUITY
Tibben-Lembke et Rogers (2002) ; Stock et Mulki (2009)
The high financial value of the brand image for companies
+
Loss of control of products in the distribution channels/sales
=
Concern with the devaluation of Brand Equity
SALES
MANAGER

7. Loss of control in the distribution channels/sale
• Tibben-Lembke and Rogers (2002, p.274) they highlight the concern that « […] Retailers are
required to follow any conditions on disposition stipulated by the vendor at the time of purchase.
Vendors have invested much money and effort building the “brand equity” of their products;
giving their brand name a certain cachet that creates a particular image in the minds os
consumers ».
• Stock and Mulki (2009, p.39) believe that brand owners' concern over the devaluation of the
brand «[...] manufactures are concerned about the loss of “brand equity”. Once is sold to a
broker, manufacturers do not control how these products are sold. Firms fear the impact on brand
image if these products end up to bargain outlets or sold in flea markets ».

8. THE ACT OF SALE AND THE VALUATION OF THE BRAND
Retailers are the ones that have the most visible and direct contact with consumers
and, for that reason, are the most likely to influence the value of the brand.
(Keller, 2009)

9. As explained previously, there is a real concern about the protection of the
brand in all acts of the distribution and sale. In this way, we emphasize the
strategic role and the responsibilities that lies with the position of the sales
manager, monitoring sales representatives, designing and implementing a
strategic sales in order to achieve growth by successfully protecting the brand
image and it’s precious value.
CONCLUSION