How can Courbet develop a distinctive brand image among new generations of consumers through an appropriate communication strategy?

The Courbet case study explores how Courbet, a luxury jewelry brand based in Paris, has positioned itself as a leader in sustainable and ethical luxury.
Courbet exclusively uses lab-grown diamonds and recycled gold, aligning its brand with values of environmental responsibility and ethical craftsmanship.

The case examines Courbet's strategies for developing a distinctive brand image that resonates with Gen Z and Millennials, focusing on transparency, storytelling, and digital marketing.
Through a targeted communications strategy, Courbet aims to build credibility in the eco-luxe market, foster brand loyalty, and navigate the challenges of appealing to new generations.

- Analyze brand positioning: Assess how Courbet's sustainability efforts shape its luxury brand image and credibility.
- Evaluate communication strategies: Examine how Courbet's storytelling, influencer partnerships, and digital marketing appeal to younger consumers.
- Develop strategic recommendations: Formulate actionable steps for Courbet to improve brand loyalty and digital engagement with Gen Z.
- Understand consumer psychology in luxury markets: Analyze the motivations of Gen Z and Millennial consumers in choosing eco-luxe products.

Brand positioning - Sustainable branding - Digital marketing strategy - Gen Z marketing

L3
M1, M2
Masters spécialisés
MBA, Executive MS
Cadre, dirigeant

- PPT debriefing (13 slides)
- Grille d'évaluation

Année de la problématique : 2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 9 avec 17 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : NS - Non significatif