Innovate Profile for the Visionary Management of Current Fashion and Luxury Brands

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.
The master consists of three interdependent teaching modules:
- 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.