POLIMODA

INTERNATIONAL
INSTITUTE
FASHION DESIGN
& MARKETING masters
BRAND MANAGEMENT
An innovative profile forthe visionary management of current fashion and luxury
brands

aim Tom Ford is a self-communicating person-brand. designer and director as well. Diesel customers are a tribe
of fans. Ferrari cars are becoming eco-friendly and Porsche is selling mobile phones. Steve Jobs created an
uncontested market with the iPod. Karl Lagerfeld and Madonna designed for H&M. What if Benetton one day
decides to start an haute couture collection.
Who is managing all these, and many other potential challenges? The Brand Manager, a specialist in shaping,
preserving or renewing the identity of a brand, from defining a company’s vision, mission and its values, to the
coherent implementation of effective and efficient marketing and communication policies.
This profile requires traditional economic and marketing skills, but also an ability to interpret post-modern reality
applying a knowledge of aesthetics, sociology, history, philosophy, psychology and semiotics, but with a natural
sensibility for innovative concepts: experience, emotional, viral and guerrilla marketing, tribal societing, low- and
no-cost communication, convergent branding, buyology, storytelling, concept- and cross-selling, trendsetting,
pampering, metabranding, cult- and love-marking, image building, hardwear and softwear, communication,
trading up & down, heritage and vintage management, product placement, eco-nomics.
Handling both tangible and intangible assets, a Brand Manager supports major brands to achieve a real
competitive advantage, a suitable positioning, and a good empathy with their clients; the Brand Manager
helps to restore sleeping brands giving them a new life, follows the creation of person-brands, shaping their
archetypes from the outset.
This kind of new multidisciplinary and flexible Brand Manager is without doubt a pivotal figure for companies
facing an increasingly complex and challenging market scenario.

COURSE The master consists of three interdependent teaching modules:

DESCRIPTION • Sectoral, providing a good knowledge of the fashion and luxury systems, to produce an awareness of how
such segments can feed on different factors (from economics to art), and to equip the student with business,
marketing and communication management tools, leading to their effective exploitation.
• Technical, providing professional knowledge of every process in branding, beginning with the semiotic
definition, moving on to logo and image building, and including the legal protection of the trademark.
• Innovative, providing a smart toolbox of new techniques for creating value through innovation

programme Fashion Brand Management: the fashion and luxury markets, specific aspects of a brand in these sectors, the
content principles of marketing and management, retail and customer relations.
Innovation Management: post-modern purchasing and values, innovative opportunities, brand-building
and brand personality, lovemarks, cult brands, heritage and vintage, web and new marketing methods (viral,
guerrilla, tribal, emotional).
Business Management: fashion and luxury business management.
Fashion Communication: brand values, image, publicity, the media.
Extra Media Communication: visual merchandising, fashion events, principles of styling .
Contemporary Art: creativity, art and fashion, convergent concepts.
Trend setting: how to create trends.
Fashion Merchandising: product development, lead time, the fashion range and production network.
Global Economy: crafts, industry, finance, environment, from economy to eco-nomy, opportunities, risks,
tools.
Multi-cultural: global, local, glocal, a cultural insight to the main fashion markets.
Fashion History & Philosophy: theories and models, the most important cases from the beginnings to
today.
Trademarking: the brand from a legal point of view.
Brand Design: design basics for the brand environment, logo, site, packaging, means of communication.

professional This profile can lead to jobs such as a first level managerial position, a self-employed consultant, a [crisis]
profiles temporary manager, both in a company and in a marketing & communication agency.

eligibility The Master Course is open to graduates (or equivalent), degree students and professionals with at least 2/3
years experience in the sector of fashion, luxury goods and communication industry. Knowledge of English
required. For internships in Italian companies, Italian language is desirable.

how to apply Candidates will be selected according to:

• presentation of curriculum vitae and motivation letter;
• interview with the Course Director.

department language start date course duration cost

Marketing English October 9 months + 3 months internship €.15.000,00
Attendance is mandatory.