Benoît Heilbrunn

Benoît Heilbrunn is an Assistant Professor of Marketing at ESCP Europe and PhD supervisor at Université Paris-Dauphine, holding a doctorate in Management Science from HEC and EHESS.

His academic background includes:

• Graduate of HEC Paris
• Graduate of École des Hautes Études en Sciences Sociales (EHESS)
• Doctorate in Management Science

He specializes in critical marketing studies with research spanning Branding, Sociology of Consumption, Logo semiotics, and Performance ideology. His influential books—including The Logo, The Cult of Performance, and Consumption and its Sociologies—examine how marketing constructs cultural meaning through brand identity and consumer rituals. His work uniquely bridges business strategy with sociological critique of contemporary capitalism.

He teaches at IFM (Institut Français de la Mode) and contributes to the 'Fashion Theories and Practice' PhD program, notably collaborating with sociologist Richard Sennett on performance culture analysis. His scholarship reveals how brands operate as social actors within consumer societies.