Module 5: Positioning and Competitive Logic

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Module 5: Positioning and Competitive Logic

After defining strategic focus and priorities, the fifth module addresses the theme of positioning. A brand may have a clearly identified target yet remain irrelevant if it does not occupy a recognizable and defensible position within the competitive landscape.

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SUPSI Course Overview

Overview

  • Title

    Module 5: Positioning and Competitive Logic

  • Credits

    0.0 ECTS

  • Start date

    May 28th, 2026

  • Finish date

    May 28th, 2026

  • Registration deadline

    May 24th, 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:
•Build a clear and operational positioning
•Analyze the competitive context in a structured manner
•Identify relevant points of differentiation
•Translate positioning into a coherent decision-making logic
•Avoid the most common brand positioning mistakes

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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):
• Operational positioning
• Useful segmentation models
• Breaking points and differentiation
• Competitive landscape mapping
• Strategic tension zones
• Differentiation vs distinction
• Common positioning failures

Work Project:
• Brand Manifesto (operational version)
• Competitive positioning map

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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 5, Positioning and Competitive Logic, guides participants in building an operational positioning by translating strategic choices into a clear competitive logic. The module helps distinguish genuine differentiation from mere formal distinction, identifying the strategic tensions and points of rupture that make a brand meaningfully chosen.

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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 5: Thursday, May 28, 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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