Brand Extension

Course

Brand Extension consists in using an already established brand to launch new products belonging to other categories or similar products with different characteristics to do business in more sectors.

The Specializing Master examines the strategic and creative processes that must be addressed in a Brand Extension project.

The Specializing Master is orchestrated with a twofold training objective:

• give those with a design-related background the strategic skills to address Brand Extension projects;
• to give to those who have a marketing background, the tools to understand and develop the value of design and transform it into business.

The Specializing Master also analyzes how the role of a creative or a designer has evolved profoundly in recent years both within companies of varying complexity, as well as within professional firms. The goal is in fact to know how to orchestrate the multiple activities for the realization of the common goal of growth and development for unique and innovative companies, through Brand Extension in alternative environments and sectors.

Did you know that there is an eclectic research Hub focused on Brand Extension?
Discover Brand Extension Hub

Testimonials

Didactics

Training objectives

The Specializing Master will provide the cognitive tools to understand the value of design and transform it into business.

The goal is in fact to know how to orchestrate the multiple activities for the realisation of the common goal of growth and development through Brand Extension.

From the experience gained from the organization of the Licensing & Brand Extension Advanced Training Course, the didactic formula used in the classroom is strongly oriented towards the practical management of corporate life.

The teaching is entrusted to consultants, managers and professionals, operators in the luxury sector who, with a tested teaching methodology, ensure complete learning.

The business of Brand Extension

An excellent training course, which stands out for the operational cut of the teaching with company testimonials, with project-work and laboratories in collaboration with prestigious companies in the luxury sector, in which the strategies to enhance the brands will be verified.

Privileged access to a network of excellence

Classroom attendance 3 days a week; meetings and debates with successful entrepreneurs and CEOs; relations with Italian and international companies: a network of excellence; privileged access to the world of work thanks to the network of top-level contacts through partnerships between the most diverse high-end brands.

Traveling learning

To better learn and enter the world of work, multiple meetings will be offered that will focus on Milan: from the POLI.design headquarters we will move from time to time to companies, offices, headquarters, professional studios. Expected itinerant workshops in Italian and international production districts consistent with the training course.

The Master will give the cognitive tools to understand the value of design and transform it into business. The goal is in fact knowing how to orchestrate the multiple activities for the realization of the common goal of growth and development through the Brand Extension.

Create a successful startup

The Master also gives the tools to allow a creative mind to realize its successful Start Up.

Didactic approach is innovative and interactive, as it deals with the topics in a synergistic and transversal way, and correlates them through a sort of “direction”. The student will have the opportunity to link together different subjects (with companies, opinion leaders, industry experts), putting into practice the different creative and managerial areas with partner companies.

The training topics are crossed between them: Identification of trends and translation into ideas, Creative Process, Design, Production, Service, Value Construction, Merchandising of the offer, Brand Extension, Brand-Protection, Marketing, Strategy, Communication, Distribution.

Traditional lessons are alternated with case discussions, meetings with representatives of the entrepreneurial world, and application work directly with the companies involved:

• Company Visit: field activities to enhance the acquired skills in the field;
• Oneday Challenge: brand extension projects commissioned by partner companies;
• Grand Tour: visits to four major Italian cities to meet companies and their brands;
• Field Project: simulation game in which to test strategic skills and collaborative spirit.

Didactic Plan

Didactic Modules

Warm up

This is a real warm-up for the students.

In fact, in this module we invite characters with completely different backgrounds: managers, designers, creatives, gallery owners, chefs, pr and communication experts and experts in the HoReCa world to give students the widest possible overview of different markets and different approaches.

This module allows us to prepare students for the subsequent phases of the Master where they will have to engage in projects to be carried out following briefings from teachers or companies.

Legal for licensing

The module prepares students for the interaction between branding, marketing and Brand Extension through industrial and intellectual property tools that enhance creative efforts and corporate investments.

In particular, the most significant jurisprudential cases will be presented which – starting from the concept of “brand identity” / “ornamental identity” – will train students in Brand Extension that is sustainable from a regulatory point of view.

Therefore, the module will provide awareness on Brand Extension issues within a regulatory framework thanks to which the law will be at the service of creativity.

The key points of the regulatory path to enhance the “Brand Extension” are:

1. Selection and protection of trademarks; the requirements for structuring branding and Brand Extension; the “secondary meaning” and vulgarization; patronymic brands; trademark conflict; women’s rights and provisions on trademarks;
2. Protection of the ornamental elements of a product; the broad concept of the product; ornamental and functional characteristics; art and industrial design, between copyright and designs or models;
3. The regulatory framework of advertising campaigns; the rules of “influencer marketing” and “real time marketing”; anti-competitive offenses in greenwashing, diversity washing and pinkwashing;
4. Industrial and intellectual property applied to new technologies; products in the metaverse and NFTs; protection of “products generated by a software”.

Brand Extension

Brand Extension consists of using an already established brand to launch new products belonging to other categories. Or similar products with different characteristics to do business in multiple product sectors.

In the module we will analyze the strategies that are applied to decide how to expand the offer of a brand, whether with new lines of similar products or by entering new markets as well as all the implications on design and on the other elements characterizing a brand.

In addition to theory, there will be days dedicated to the One Day Challenge, Brand Extension projects to be carried out individually and during the day following the brief from partner companies.

Sustainability

The ESG Module (environmental, social and corporate governance) – Sustainability, thanks to the partnership with Wise-Society and its hub on sustainability, explores the different operating areas with experts and operators in this sector.

Here are the pillars that will be illustrated:

• Education: Raise awareness and educate all stakeholders, such as employees, investors, suppliers and customers, to drive progress.
• Partnerships: enhance the economic, environmental and social development of local communities, by supporting local businesses or by providing employment and education opportunities.
• Human rights: respect and defend the rights of workers throughout the supply chain, ensuring that they are treated fairly, provided with safe workplaces, guaranteed fair wages and offered training and development opportunities.
• Life cycle: consider the social and environmental impacts of raw materials, finished products and packaging throughout the supply chain, from design to end of life.
• Tradition and heritage: preserving and celebrating traditional and artisan skills, abilities, processes and practices. Respect cultural heritage when designing, developing and delivering goods and services.
• Diversity and inclusion: promoting diversity, respecting and valuing all human differences including, but not limited to, race, ethnicity, culture, gender, age, sexuality and ability.

Trend spotter

Designing in contemporary reality is a complex process that starts from knowledge of the reference market and one’s target consumer, from the evolution of trends and from the style of living.

A new paradigm of creating value and communicating brand identity and brand values. A path in which design is the heart of innovation and coordinates with the key functions that transform creativity into sales and success through an integrated strategy involving merchandising, retail, supply chain, communication, marketing, management control and human resources.

The Trend Spotter course aims to transfer students a vision of the new paradigm through the following chapters: how to read trend notebooks, analysis of market trends, construction of a mood board, study of new generations of consumers and their value system, how to translate trends into a collection structure, the strategic function of merchandising as a link between the market and the creative team. To conclude with successful case studies in the fashion world.

Value creation

The Value Creation Module examines the start-up and management variables of a Licensing project, examining the ever more stringent relationships with the Brand Extension, Contract, Merchandising activities, areas and activities today interconnected with a common goal: pursuing business growth through the enhancement of the brand in all areas and product sectors.

In the Module, partnership relationships between Italian SMEs (Small and Medium-sized Enterprises) and big brands in the implementation of new projects are explored. The didactic formula used is strongly oriented towards the practical management of work thanks to the workshop carried out in collaboration with important brands in which the most innovative strategies will be studied and designed to create value.

The didactic setting is innovative and interactive, as it deals with the topics covered in a synergistic and transversal way, and correlates them with each other through a sort of “direction”. The student will have the opportunity to link different subjects together, putting into practice the different areas of creativity also thanks to a specific “artistic direction” that they will have at their disposal.

 New business

Developing successful innovations is the topic we will focus on in this module. Contrary to what we are led to believe, successful innovations are not accidental, but the result of precise strategic choices, made following the Jobs Theory.

This theory becomes the tool for change, within the methodology at the service of innovation – Design Thinking – and is used by some global and highly successful companies such as Amazon and Airbnb.

In many companies, innovative processes are well structured and disciplined, but the large amount of data and information collected does not explain “why” customers behave in a certain way. Instead, we will understand how to analyze the motivations that lead to change.

In support of the theoretical part of the module there will be some testimonials from entrepreneurs/managers who have developed successful new businesses.

Empowerment & career management

Sessions aimed at strengthening and developing the art of communicating and public speaking, time and goal management, personal branding and leadership. All of this will be complemented by an orientation activity aimed at supporting participants with simulated job interviews, also in English.

Business English

A 5-day full immersion at the headquarters of a school of native English teachers. During the module Brand Extension projects will be carried out exclusively in English which will then be presented and evaluated by the school team.

Marketing & communication

The Marketing & Communication Module has the task of training new professionals in synergy with the most current business needs through the experimentation of new and more operational methods of conception, strategy and design for brands.

The Module is structured in a series of applied lessons and a design laboratory in which information and method merge in the complete framework of “marketing and communication know-how”. The design laboratory is developed through work groups where “dialogue” and “innovation” merge in steps that are correlated to each other in succession:

-workshop                  -interaction with the teacher

-concept                     -analysis and strategies

-marketing                  -idea planning

-communication          -activation of communicative values

Title Released

At the end of the course, the Diploma of Specializing Master in “Brand Extension: Design & Strategy” by the Politecnico di Milano will be awarded.

Employment Opportunities

The Master in Brand Extension trains professionals who, with different skills, contribute to the organisation of brand extension and brand management processes.

These are professional figures who integrate multidisciplinary skills (design – strategy – management – communication), today increasingly in demand by companies because they combine creativity and strategy. In fact, training does not follow traditional paths oriented towards a single disciplinary field.

These professionals are able to manage and coordinate brand extension and brand management processes, from the declination of the brand language on the different lines, to the planning and development of products, up to the management of the communication process both to the end consumer and to the trade market.

The employment opportunities can be multiple :

• Marketing (strategies, etc.)
• Communication (events, pr, etc.)
• Design (concept and project)

The Specializing Master also gives the opportunity to play top roles as Brand Director, Chief Marketing Director and Communication Director.

Admission

Requirements

Candidates with a degree or Master’s degree in design, engineering, architecture, economics and commerce, marketing and communication are admitted.

For the purposes of admission, the profile of candidates not belonging to the above categories may be evaluated by the management.

A suitability interview will be held, also telematic, to assess the candidates’ curriculum and motivation. Applications will be accepted in chronological order.

Deadlines

To take part to the selection process, the application form must be completed online within the following deadlines:

• EU/ Non-EU who graduated in Italy / EU citizens with qualification gained abroad November 29th, 2023

Price

The Specializing Master costs € 12.000 (€ 11,500 cost of the Master + € 500 of enrollment at the Politecnico di Milano) EXCEPT VAT ART. 10 of Presidential Decree 633/72.

REDUCTIONS AVAILABLE | EARLY BIRD -10% | LIMITED PLACES

Send your application within February 28, 2023 to take advantage of the reduction -10%!

Deadline for sending the signed contract and payment of the deposit of the participation fee: no later than March 15, 2023.

POLI.design offers the community of Politecnico di Milano a 50% discount to be applied to the participation fee for a I and II level Specializing Master or Higher Education Course / Post Graduate Program / Continuing Education Course which POLI.design manages and provides. The discount is for internal staff (i.e., structured teachers and technical and administrative staff) with active contracts at Politecnico di Milano and members of their household.

HOW IT WORKS:

To benefit from the discount you will need to:

• send the selection application to the chosen course with the relevant required documents;
• successfully pass the selections;
• send a copy of the applicant’s family status.

Faculty

SCIENTIFIC MANAGEMENT
Marco Turinetto, Director | Professor and Architect
Patrizia Beltrami, Vice Director | Brand Advisor

FACULTY 2022/2023 – IV edition
Alessandro Agrati, Founder | Culti Milano & Tea Club
Monica Ambrosetti, MarketPlace Manager | Artemest
Giuditta Amisano, PR Director | Equipe international
Vera Arrivabene, Co-founder | Vibi Venezia
Viola Arrivabene, Co-founder | Vibi Venezia
Matteo Battaini, Chief Sustainability and Future Mobility Officer | Pirelli
Romano Bindi, CMO | La Canniccia Motor Club
Elia Blei, CEO | Cabana Group
Giampiero Bodino, Artistic Director | Richemont
Fabrice Boé, CEO | Inés de la Fressange
Patrizia Bonazzi, Advisor | Achille Pinto Group
Raffaella Bongiasca, Public Relations | GMPR Consulting
Francesco Bonometti, Marketing manager | TECNOBODY
Stefano Borsoi, Marketing Director | Iper
Maurizia Botti, Innovation Specialist
Valentina Cagnola, Director & Partner | Equipe International
Pasquale Campanile, Innovation Manager | RETEX.Green
Marina Capello, Press & Corporate PR Specialist
Piergiorgio Capozza, Brand and Communications Manager | Baglioni Hotel&Resorts
Giulio Cappellini, Designer and Art Director | Founder Cappellini
Giulai Carbone e Geremia Siboni, Founders | Fugu Bag
Andrea Casotti, Ceo | CFF
Simona Cattaneo, General Manager | TOD’S Group
Serena Cau, Communication Manager | Loacker
Maurizio Cavezzali, Founder | Equipe International
Flavio Clerici, Founder & CEO | Italidea
Cécile de Verdelhan Osti, Glocal CMO | Venchi
Antonella di Leo, Co-Founder – Publisher & CEO | Wise society
Marco Dominici, Marketing | Visionnaire
Fabio Falleti, Brand and Product Director | Zucchi Group
Melissa Ferrario, Marketing Director | Laboratoire Native
Giacomo Frassica, Founder | EQUISTASI
Edoardo Galbiati, Marketing Manager | JAKED
Alessandra Gallo, Founder | AlessandraGallo
Mauro Ghezzi, SMI Circular Economy
Luisa Gulluni, Sustainability Specialist | Costa Crociere
Domenico Iermito, Sustainability Specialist | Banco BPM
Manuela Irimia, Certification and Management Systems Manager | L’Erbolario
Christelle Jager-Hafstad, Cfo and Owner | Portofino Property
Stephan Kohorst | DR AUSBÜTTEL
Chiara Lagomarsino Picasso, Ceo and Owner | Portofino Property
Andrea Laura, Founder & Owner | Toio
Alessandro Lenzi, Director Sales&Marketing | Baglioni Hotel&Resorts
Ross D. Lichtenberg, Founder | Scrambled Eggs Milano
Giuseppina Maglie, Sustainability Manager | Zucchi Group
Sara Maino, Creative Director | Fondazione Sozzani – Educational & Scouting Advisor | Vogue Italia
Enrico Mambelli, Executive Manager in Sport, Fashion and Luxury.
Giulia Mancini, CSR Planning and Reporting Manager | Gruppo Iren
Fabiana Marchini, Head of Sustainability | Gruppo San Pellegrino
Gaia Martinelli, Alumna & Founder | Nix
Giuseppe Mazza, Sales & Business Development Manager | Tank Yachts
Vincenzo Melilli, Head of Design Law Dept | Bugnion
Britt Moran, Co-Founder | DIMORESTUDIO
Gabriele Morosini, Founder Lycam & Partner | Riva
Anna Mussa, New Business Specialist
Marco Nason, Ceo | NasonMoretti
Michela Nicosia, Hotel Manager | Splendido Mare
Fabrizio Pagliettini, Director | Circolo Golf Rapallo
Franco Parvis, Head Hunting Specialist
Prisca Peroni, External Relations Manager | Gruppo San Pellegrino
Luciano Pirovano, Global Sustainable Development Director | Bolton group
Silvia Romeo, Communication Director | Visionnaire
Roberto Rosaschino, Sr. EMEA Education & Sustainability manager | Acer
Emiliano Salci, Co-Founder | DIMORESTUDIO
Maria Giovanna Sandrini, Chief Communication Officer | Aquafil S.p.A. Group
Nicola Scaglione, Knitwear Designer and Technical Consultant
Claudia Schininà, ESG, CSR & Philantropy Manager | Banca BNL Paribas
Gaia Simioni, Press & Corporate PR Specialist
Natasha Slater, CEO | Dinner Conversations
Tatiana Sofia, People & Culture Junior Specialist | Artemest
Enrico Spinazzé, CEO | Number 8/SUN68
Pietro Tagliabue, Founder | Speciale
Caterina Tavani, Executive & Career Coach
Giuseppina Violante, Managing Director | Sky
Lucia Vittorangeli, Italian Patent, Trademark and Design Consultant | Bugnion
Gianmatteo Zamperi, General Manager | Luna Hotel Baglioni

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Partners

Past editions