Module 2: Brand as Culture and Internal System

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

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

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.

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

Advanced Training Certificate

2 hours – lessons of 45 minutes each.

The number of participants is limited to 15.

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.

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.

Dipartimento ambiente costruzioni e design

Module 2: Thursday, April 30, 2026.

From 6:00 PM to 7:30 PM.

The online sessions will take place via Microsoft Teams.

CHF 220, including electronic teaching materials.

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

Gianluigi Fragomeni
Enrico Rossi