Silveira, Catherine daMaincourt, ChristopheMomade, Maria Leonor De Magalhães Fechas2022-10-182022-10-182022-01-172021-12-17http://hdl.handle.net/10362/144791Cartier is one of the world’s largest luxury houses of jewellery and watches. In Portugal the Maison aims to further engage with local consumers to develop its sales potential. Nevertheless, Cartier is currently not a brand that male luxury consumers of the category desire, possess or own, perceiving it as feminine. The focus of this thesis is to create a marketing and communication strategy that would appeal to men luxury consumers. This strategy consists in 4main actions: (1) establishing a male flagship product; (2) creating local brand ambassadors; (3) leveraging on paid media; (4) sponsoring key events and organizations.engLuxuryBrand managementBrand imageJewelleryWatchesBrand communicationmaster thesis203063325