Module 1: Brand design as a Business Asset

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Module 1: Brand design as a Business Asset

Many professionals work on the brand without a clear understanding of its role in the business and without shared tools to discuss its value in strategic and operational decisions. In such cases, the brand risks being treated merely as an aesthetic or communication element, rather than as an asset that guides choices, priorities, and behaviors.

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SUPSI Course Overview

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    Module 1: Brand design as a Business Asset

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  • Data inizio EN

    23 April 2026

  • Data fine EN

    23 April 2026

  • Termine d'iscrizione EN

    19 April 2026

  • Lingua EN

    English

  • Costo EN

    fc-course-currency 220 *

  • Durata EN

    2 fc-course-hourstext

  • Modalità di erogazione EN

    A distanza

  • Frequenza EN

    Serale

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By the end of the module, participants will be able to:
• Understand what is meant by a brand as a business asset
• Share an operational definition of a brand
• Distinguish the role of the brand from marketing and sales
• Comprehend the difference between strategic and tactical branding
• Recognize when the brand is relevant to the business
• Become aware of the current state of the brand

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• Brand Manager
• Marketing Manager
• Design Manager
• Creative Directors
• Entrepreneurs
• Branding and Marketing Consultants

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Professional experience in branding, marketing, design, or communication.
Ability to understand content in English.

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Live / video (1h30):
• What we mean by brand and brand design
• Brand as a system of decisions
• Brand vs Marketing vs Sales
• Brand equity as an economic asset
• Guided case analysis (Interbrand)
• Brand self-assessment
• Common business-related branding mistakes

Work Project:
• Brand Reality Snapshot

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The SAS Brand Design Advanced Specialist is an 8-module program designed for professionals working at the intersection of design, marketing, and management, who wish to acquire a clear methodology to understand, govern, and justify the role of the brand in business.

Modules can be taken individually. Completing all 8 modules, along with the submission of a final work project, grants access to the exam for the SUPSI certification, with the allocation of ECTS credits.

The final work project is not a theoretical exercise but the result of a progressive process: in each module, participants develop documents and make decisions that collectively form a single final project.
Each module includes 1.5 hours of live lessons, supporting documentation, and practical exercises, and provides a certificate of attendance.

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Module 1, Brand Design as a Business Asset, aims to align participants on what is meant by a brand in a professional and decision-making context. The module introduces the brand as a system of decisions, clarifies its role relative to marketing and sales, and helps participants recognize when the brand is relevant to the business and when it is not.

This module serves as the starting point of the program and provides the conceptual foundations upon which all subsequent modules are built.

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• Theoretical online lectures with opportunities for questions and discussion.
• Documentation provided at the end of the module.
• Work project optional for certification purposes.

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SUPSI Course FC Dates

Module 1: Thursday, April 23, 2026.

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From 6:00 PM to 7:30 PM.

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SUPSI Course FC Locations

The online sessions will take place via Microsoft Teams.

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Dipartimento ambiente costruzioni e design

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CHF 220, including electronic teaching materials.

SUPSI Course FC Contacts

SUPSI Course FC Responsibles

Gianluigi Fragomeni
Enrico Rossi

SUPSI Course FC Teachers

• Gianluigi Fragomeni, Brand Strategy & Market Growth Leader
• Enrico Rossi, Senior Lecturer in Brand Management

Course Contact

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