Songjiang, Shanghai, June 6, 2023—This year, the DeTao Master Academy’s brand strategy and management program (BSM) celebrates the tenth anniversary.
Developed by Professor Florin Baeriswyl for the Shanghai Institute of Visual Arts (SIVA) and DeTao Masters Academy, BSM is a four-year bachelor’s degree program that focuses on branding. It was and continues to be the first program of its kind in China.
In June, the sixth group of students will graduate from the program. These students will contribute to the creativity and innovation of China’s brands and take leadership roles in various industries such as automotive, electronics, heavy industry, luxury, and fashion. Florin Baeriswyl, an expert on branding, joined DeTao in 2013. He is originally from Switzerland and believes that the comprehensive Bachelor’s in Brand Strategy and Management (BSM) will train the next generation in China who will make a significant brand& business impact both domestically and internationally.
Baeriswyl is the founder of DAI Zurich, an international branding agency in 1987, who has experience as an entrepreneur and consultant for various international banks, brands, and institutes, including Nestle, Swissair, Red Bull, UBS, and Deutsche Bank. The agency provides corporate design services in Zurich, London, and Shanghai. He later established the Institute for Swiss International Branding (ISIB) in Shanghai.
Baeriswyl developed the curriculum for the DeTao-SIVA BSM Program based on the Swiss dual system called “teaching and training.” This means that students learn theory and strategy in the classroom and also apply their knowledge through case studies, business assignments, and internships.
The academy’s faculty includes experts in fields such as business, management, industrial design, graphic design, sustainability, education, and brand strategy. They have notable individuals like Hartmut Esslinger, the inventor of Apple’s Snow White design language, and Haim Dotan, the architect of the Zhangjiajie Glass Bridge, among others.
Prof. Baeriswyl emphasizes the importance of critical thinking in the field of brand strategy and management. While artificial intelligence (AI) has made significant advancements, he believes that humans still have a crucial advantage in understanding the context and subtleties of brand strategy.
Baeriswyl established an annual international speaker’s forum called ITALK in Shanghai to connect BSM students with entrepreneurs and business leaders worldwide. Through ITALK, students have networking opportunities and can explore internships and job prospects.
Baeriswyl ensures that every student from the BSM program gets a job or gains admission to some of the world’s best universities for post-graduate studies. Previous graduates have been accepted into prestigious universities in the United Kingdom and the United States.
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