The centre aims to develop strategies and initiatives to improve the performance of luxury brands and emerging brands in general. By building upon current luxury branding conferences, books and journal publications, this centre is continually working towards developing a credible and respected platform which allows for the dissemination of knowledge and theory. The key areas of research interests include brand authenticity, brand prominence and brand mimicry.

With the vision of becoming a nexus for research collaboration, the cluster is continually working towards building international connections. Currently the centre collaborates with many renowned international universities such as Emlyon University, Burgundy School of Business, and Yonsei University.

Further, the centre is constantly working towards greater industry engagement with partners such as Alliancz International Pte Ltd, Nash Pearls, Gabriel Chocolate, and A.S. Louken Brand Consulting Group.