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Rennes School of Business announces the creation of the academic hub ‘Brand Heritage: From Tradition to Transformation’, dedicated to the study and promotion of brand heritage. Led by the school’s teacher-researchers and integrated into the training programmes, this initiative brings together students and companies around issues related to brand heritage.
The hub aims to analyse, transmit and activate brand heritage — history, values and know-how — by positioning it as a lever for value creation, innovation and long-term projection. Students will be fully involved through research projects, the creation of teaching cases and support for companies in an international context.
Pierre Volle, Honorary President of the French Marketing Association, joins Rennes School of Business as a Senior Fellow. He will bring his academic expertise to bear in structuring the hub’s research directions, strengthening links with companies and contributing to its national and international influence.
The hub will be rolled out over three years, focusing on several areas: creation of dedicated content, development of teaching resources, training for students and professionals, scientific publications, research days and support for companies in promoting their brand heritage.
The hub will draw on a network of experts and partners, including the LAMMA association (Les Archives du Marketing – Le Musée des Marques), founded and chaired by Pierre Volle. In connection with this project, Rennes School of Business will launch a specialisation in Luxury within its Bachelor in Management programme in September 2026.
