Klaus Heine


Klaus Heine is a lecturer in luxury marketing, luxury brand management, brand personality and brand identity at the Technical University of Berlin and works as an independent consultant specializing in luxury brand management.

Biography

Klaus Heine studied Business Administration with a focus on marketing and human resources at Technical University of Berlin and Macquarie University in Sydney. He wrote his Master thesis at ThyssenKrupp Asia/Pacific in Shanghai about the marketing of European product innovations in China and his doctoral dissertation at TUB about the identity of luxury brands. He is currently working as a researcher and lecturer at the chair of marketing at TUB and as an independent specializing in luxury brand management.
He conducted qualitative and quantitative luxury consumer surveys in Europe and on-site in China and published his research results in scientific and business conferences and international journals. His research initiated a broad press coverage in Germany with articles for instance in Die Zeit, Handelsblatt, Focus, Manager Magazin, and Süddeutsche Zeitung. Dr. Heine worked for the consulting company trommsdorff + drüner, which is affiliated with the marketing chair, and also on various independent consulting projects, which includes, amongst others, the Luxury Institute New York and Mont Charles de Monaco.

Publications