How Studying at SIIL Helped Me Gain a Deeper Understanding of Brand Value. An Essay by Hovhannes Sargsyan
Hovhannes works with international clients in the Gulf and is also studying at SIIL. Below is his essay on how his studies have impacted his work. We are publishing it with his permission.
Luxury isn't about price
My studies at SIIL marked an important milestone for me, not only in my academic development but also in my personal growth. By choosing the luxury goods and services brand management track, I made a conscious decision to enter a field where not only knowledge but also a nuanced understanding of aesthetics, brand values, and consumer psychology are highly valued.
From the very beginning of my studies, I had the opportunity to immerse myself in the world of luxury brands, learning about their philosophy, positioning strategies, and the nuances of communicating with their audience. This allowed me to develop my analytical thinking and learn to see the history, uniqueness, and value behind each product.
What the Training Achieved
One of the key achievements during my studies was the development of professional skills in branding and marketing. I learned how to analyze the market, develop promotional strategies, and create concepts that meet the high standards of the luxury segment. Studying case studies of well-known global brands proved particularly valuable: it allowed me to adopt best practices and adapt them to today’s realities.
- Brand Management: Positioning Strategies and Building Brand Value in the Luxury Segment.
- Marketing in the Luxury Segment: Consumer Behavior, Premium Service, and Communications.
- Case Studies of Global Brands: An Analysis of Leading Luxury Brands’ Strategies and How to Adapt Them.
- Creative Thinking: Concept Development and Finding Innovative Solutions.
Participating in team projects and practical assignments proved to be just as important. Working in a group helped me develop communication skills, learn to consider different points of view, and interact effectively with colleagues. While working on these projects, I took responsibility for key stages of the work, which helped me strengthen my leadership skills and build confidence in my decision-making.
Studying and Working in the Gulf
Practical experience played a significant role in my professional development. For two years, I worked as a sales account manager at two international companies based in the United Arab Emirates and the Kingdom of Saudi Arabia. This experience allowed me to interact directly with clients from different cultural and business backgrounds, gain a better understanding of the unique characteristics of the international market, and learn about the requirements for premium service.
The knowledge and skills I gained during the program helped me make more informed decisions, build effective communication with clients, and gain a deeper understanding of the brand’s value in the eyes of consumers. This created a strong link between theory and practice, which significantly enhanced my professional performance.
Online format
I am taking my courses online. Despite the remote nature of the program, I feel fully engaged in the educational process and constantly connected to the academic community. This format requires greater self-discipline and intrinsic motivation, which also contributes to personal growth and the development of a sense of responsibility.
I would like to extend a special thank you to the institute for the opportunity to study in Russian. This allowed me to gain a deeper understanding of the material, express my thoughts freely, and participate in high-level discussions.
At the same time, I sincerely hope to visit SIIL in person in the future and experience the academic environment firsthand. I see this as an important goal and a symbolic milestone on my educational journey.
This text is based on the essay “My Journey and Achievements During My Time at SIIL University,” dated April 12, 2026, and has been abridged. The photograph was provided by the author.