Module 2: Brand as Culture and Internal System

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Module 2: Brand as Culture and Internal System

After clarifying what is meant by a brand as a business asset and decision-making system, the second module shifts focus to the internal organization. A brand may be clear at a strategic level but ineffective if it is not supported by behaviors, culture, and internal alignment.

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SUPSI Course Overview

Overview

  • Title

    Module 2: Brand as Culture and Internal System

  • Credits

    0.0 ECTS

  • Start date

    April 30th, 2026

  • Finish date

    April 30th, 2026

  • Registration deadline

    April 26th, 2026

  • Language

    English

  • Fee

    CHF 220 *

  • Duration

    2 Tuition hours

  • Performance method

    Online learning

  • Attendance

    Evening

*Detailed information available under Additional Cost Details

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By the end of the module, participants will be able to:
• Understand the brand as an internal cultural system
• Recognize the role of culture in supporting or weakening the brand
• Identify misalignments between the declared brand and the experienced brand
• Assess the impact of internal behaviors on brand reputation
• Identify the main internal friction points that limit brand effectiveness

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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):
• Culture as an asset
• Employee branding
• Internal alignment and coherence
• Advocacy and reputation
• Talent attraction and retention
• Internal brand diagnostic tools
• Common internal branding failures

Work Project:
• Internal Brand Map
• Identification of internal friction points

Course Text Info

Course Text Info

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.

Course Text Info

Module 2, Brand as Culture and Internal System, addresses the brand as a cultural system, analyzing the relationship between the declared brand and the brand as experienced. The module helps participants understand how internal culture, daily behaviors, and organizational mechanisms influence brand credibility and its ability to be sustained over time.

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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 2: Thursday, April 30, 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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