Led by Prof. Florin Baeriswyl, ISIB is a brand education institute whose objective is to provide Executive Branding in China. ISIB focuses on hands-on experience.Find out more
Led by Prof. Florin Baeriswyl, the Institute of Swiss International Branding (ISIB) is a brand education institute with the objective to provide a 4-year undergraduate degree to teach advanced concepts of brand strategy and management in China. The ISIB combines advanced methodologies and case studies, global brand experience and hands-on application knowledge to nurture talents in the industry. Students not only acquire knowledge, but also obtain know-how and experience through real business cases.
Industry related case projects are the most valuable compulsory modules of the whole curriculum, which reflects ISIB's core teaching philosophy - the Swiss dual system of education where every technique, concept, and theory learned in class is trained and tested in a real-world setup. The project will then be further discussed and evolved by students in depth. Students will be able to have a better understanding of how branding is implemented in different industries and applications.
Most of our teachers have an international background, and related work experience. They can well convey knowledge and learning experience to students, and will guide students step-by-step into the branding world with inspiration and creativities to inspire them in a creative way. Practitioners from internationally famous domestic branding companies will be invited as guest teachers to broaden students' knowledge horizons.
For companies, ISIB provides an interesting platform to access
- Selected new talents
- Branding platform
- Cooperation on a professional level
Swiss Dual Education System: An educational system integrating enterprises and institutes as well as practice and theory, with the goal of enhancing the graduates'competitiveness.
Combination of basic and advanced knowledge: Combining the courses at bachelor and master degree levels with cutting edge knowledge.
Multi-industrial Case Studies: Building practical know-how through complete brand-building process studies as well as gaining hands-on experience of trials and errors.
No gap between internship and workplace: Great opportunities for students to practice their branding knowledge by working with top European brand enterprises.
Experience through expertise of global masters in other industries: Cooperation with institutes founded by other industrial masters in the world, enabling our graduates to become comprehensive brand elites.
College graduates this year will be more than 7,270,000 and employment pressure of college graduates is further increasing, so this year is also called "the most difficult year to find a job".
How China enterprises walk out of predicament to survive and further develop moving towards the world is becoming extremely essential. Focusing on product and sales and market is no longer compatible. Instead, the value of enterprise brand shall be the key. For example, the value of Coca-Cola's brand in the market cap is about 750 million which is about 75%. Therefore, brand strategy and management for enterprises' sur- vival and long-term development is extremely significant.
Our course focuses on case-study teaching, inviting entrepreneurs at home and aboard into the classroom, and face-to-face talking with students regarding the enterprise sur-vival status and market demand of branding professions, and making communication opportunities with enterprises from European industry which makes up the blank in the fields of both education and market in China. Our graduates will be brand professionals who can join industry and market immediately with an international vision.
Florin Baeriswyl (Swiss Native)
● Founder of 'dai'
● Detao Master of Brand Strategy
● Professor of Shanghai Institute of Visual Arts(SIVA)
● Founder of Institute of Swiss International Brand(ISIB)
● Founder of Institute of Swiss International Brand(ISIB)
● Founder of ITALK
● Swiss representative of World Industrial Design Conference(WIDC)
Florin Baeriswyl is Professor for Brand Strategy and Design at DeTao Master Academy and SIVA (Shanghai Institute of Visual Art), he founded dai - a Swiss design and brand consultancy in 1987. From his creative background, Florin Baeriswyl is able to provide a holistic view of brands and it's insight rooted potential of innovation. From strategic positioning to implementation, he creates integrated experiences that translates the real brand value. Prof. Baeriswyl has consulted clients as diverse as Nestlé, Swissair, USM, Red Bull, Deutsche Bank, Badrutt's Palace St. Moritz, Shanghai City, Zhejiang Province, etc.. to strengthen their brand propositions. His work has been recognized with multiple international awards like Red Dot, IF and Good Design.
In recognition of his outstanding abilities, he was invited to join the DeTao Group in 2012 as a Master in Brand Strategy, becoming the only Swiss professor amongst a group of masters hailing from across the globe. He created the curriculum for one of the first Bachelor Degree in Brand Strategy and Management, certified by the Chinese Ministry of Education and build up the 'ITALK platform' to connect students with the industry.
● Red Dot Design Award (2010) & Good Design Award (2009):
Natural-Sky for ZUMTOBEL, an innovative new lighting range
● Red Dot Award 'Best of the Best'(2008):
Arwa Twin Flex, an innovative design strategy for a new product line
● The Chicago Athenaeum's Good Design Award(2006):
Vertigo, naming、 brand strategy and design
● Graphic Design Prize, Meran International Wine Festival(2004):
Brand strategy and visual identity for an Italian vinery in Toscani
● International Design Yearbook(2001、1990/91):
● iF Product Design Award(2000):
Innovation design and positioning for USM Haller Systems
To obtain qualification, students are required to complete the internship and thesis as well as all required credits.
Internships enhance the students' professional competence, allow them to apply their knowledge and skills as well as expand their business contacts with a view to reach employment. Through our expansive network of industries, students are offered the opportunity to join top international brand enterprises for 3 to 6 months.
The Bachelor thesis will be a well-defined real business branding project: Students are required to apply all knowledge and skills obtained in the courses in order to accomplish it independently and creatively. The thesis can be carried out either within the institute under supervision or in the industry combined with an internship.
SIVA-DeTao Advanced Class, which was jointly created by Shanghai Institute of Visual Arts (SIVA) and De Tao, ISIB designed and launched a four-year bachelor program (Brand Strategy and Management). Students will obtain a bachelor qualification issued and recognized by the Chinese Ministry of Education.
Reading for her AEMBA (Branding Strategy for Business Development Major) at Kedge Business School. Completed her Bachelor at Auckland University of Technology in New Zealand, Program Coordinator of "SIVA •DeTao" Class for Brand Strategy and Management.
University of York (BA in English Literature), University of Sheffield (MA in China Studies). Lectured in English Language and Commerce at Beijing Foreign Studies University, Tsinghua University, etc. Ran two businesses in the UK. Consulted on brand identity and messaging for an Award Winning Local Food Service / App in Wales. Has written regular articles on business and branding, with a particular interest in the maturation of China's tea industry. Teaching/research area: International Branding, Business Ethics, the Food and Drinks Market, etc
Zhejiang Industrial and Commercial University, Master of Tourism Management. Collaborated in composition of the book of
Bachelor of Management. Practiced 6 years in the Marketing Departments of well-known listed companies, including President-Starbucks, Energize (China), Tesiro jewelry, etc. Accumulated a wealth of experience in new product launches, brand strategy, project management.Lectures in: Project Management.
St. John's University (Minnesota, USA), Business Management and Entrepreneurship. Over 9 years of experience in Marketing, Business Development and Sales across a variety of industries. Extensive teaching experience with Management, Corporate, and Business English training.
Jie (Jenny) Min, MA in Design Management, University of Birmingham City. Research: Advertising Planning and Design, Design Management, Brand Strategy, Enterprise Innovation. Main Teaching: "Advertising Creative and Planning", "Brand Image Design", "Design Management", "Cross Media Communication", "Design and Copyrighting", etc.
Mr. Kede Qin, Phd, associate professor, Main courses: Enterprise management, human resources management, introduction to sociology, world economy, regional economics course.
Weihui (David) Dai
Professor at Fudan University's School of Management. Senior Member of the China Computer Society. Senior Member of the China Society of Technical Economics. Member of the Experts Committee of Shanghai Brand Development Center. Ph.D. in Biomedical Engineering. Post-Doctoral Research Fellow in Management Science and Engineering. Research area: Brand Strategy and Management, e-Business and Internet Marketing, Data Mining and Business Intelligence, Social Neuroscience and Affective Computing.
Guizhong College of Finance and Economics, a member of the 085 Project
On July 2nd , Davide Pizzitola in SIVA-Detao Master Advanced Class delivered a branding workshop to teachers in Tianyuan senior high school.
For the 2019 graduates, as part of the graduation project, they were required to conduct interviews and have internships to get first hand information and …
On June 26th 2019, the 4th ISIB Degree presentation was held in Shanghai DeTao Center at SIVA campus.
Prof. Florin Baeriswyl gave his best wishes for BSM 2015: Everybody of you is a true personality and own brand. Enjoy life, all the best!
On 21st June, 2017 BSM students launched a team-building event and gathered in the school playgrounds to have the exciting carnival.
On 16th May 2019. Chen Qun, deputy mayor of Shanghai, was at DeTao Master Academy and he made a special visit to Studio Baeriswyl.
ISIB, invited Dorothy Kohl, a Swiss Marketing Expert, to deliver a 4-day intensive and top-level workshop.
On May 9th, the oral defense of 2019 graduates in SIVA Detao Master Advanced Class Brand Strategy and Management was held in SIVA University Songjiang/Shanghai.
On 23rd April 2019, a Business Negotiation Simulation was held for the 2016 class students in ISIB.
On March 29th, “Why Branding” opening speech of series "Dialogue with World Innovation Masters" was held by Florin Baeriswyl, DeTao Master of Brand Strategy.
On March 27th, The 7th ITALK was held in Shanghai Institute of Visual Arts (SIVA)'s 'Big Eye' theatre, with over 500 people in the audience.
Florin Baeriswyl is the creator of the first bachelor’s curriculum for Brand Strategy & Management in Shanghai at SIVA/De Tao Masters Academy.
The National Advertising Art Design Competition for College Students (NAADCFCS) is a competition hotly contested by students from all over China.
ISIB arranges expert workshop with various themes every semester for the students majoring in brand strategy and management to enrich their...
In this semester, ISIB 2017-Intake students finished an eight-week practical project: doing market research and branding for WE-tea Unmanned Tea Shop...
Even near the end of our Design and Brand History course, we BSM freshers are still accelerating the pace of our learning. That's why, under the impetus...
On the last day of November 2018. invited by the ISIB teacher of Brand History, the general manager of Shanghai Yuehu Park-Ms.Michelle Lai made a lecture...
Divided into 7 groups, ISIB's 2016-intake students reported their “Rise Buddy Brand Positioning Plan” to Professor Florin Baeriswyl and the Brand Manager...
Students who enrolled in 2017 to become Tim Cook, Jonny Ive, et al. Their task – using cardboard, transparent plastic and their imaginations – was to design...
With the upcoming midterm, our Business English teacher Beryl asked us to take one step further from the brand to conduct professional introduction and speech...
Nowadays, as the sharing economy is constantly encouraged and recognized by the government, sharing apparel is also under the spotlight. Some brands in this...
On September 26th, 2018, led by Janlie, teacher of Design and Branding History for the freshmen, they came to Huangpu District to visit the SHANGXIA store...
Jasamine is well-experienced in brand creation and visual communication as well as breaking stereotypes with creativity.
Swiss branding expert Florin Baeriswyl spends a third of his time in Shanghai with students at Shanghai Institute of Visual Arts.
On 22,June, ISIB degree show was launched at Detao Knowledge Capital Salon.
The talents of the program will be highly sought after not only in China but on the international stage.
In May 2018, year 2 and year 3 students from ISIB successively performed a workshop about team building in DeTao.
DeTao and PwC are joining together to cultivate young strategists as the sixth ITALK, an international speech event initiated by Prof. Florin Baeriswyl...
Swiss brand strategist and DeTao Brand Strategy & Design Master Florin Baeriswyl shared his insights in brand strategies at the fourth China Brand Economy Forum,
2 May 2018, ISIB operated their first dissertation defense. The defense board member included Master Baeriswyl, President Yu Zhenwei...
Early in May, Prof. Baeriswyl attended to the ISIB lecture of year 2 and listened to the students' feedback speech about the campus trade fair.
Early in this April, Prof. Baeriswyl was invited to New Product Development course and reviewed ISIB icon design presentation by year one students.
The Art and Design Workshop that organized by DeTao Masters Academy and Shanghai Tianyuan Senior High School was started on 15th April.
Would you be surprised if your teacher arrived in your classroom carrying a bag full of carrots?
On November 16th, the junior students made a presentation to Prof. Baeriswyl about what they've learned from the course taught by Janlie, ISIB teacher.
On the afternoon of Novermber 15th, ISIB junior students successfully held a workshop on their own for the first time from inviting guests to arranging the event site.
On13th, November, the sophomore from Institute of Swiss International Branding(ISIB) started their first semiology course，the professor is Ilaria Niccoli from Italy.
On October 25th, the 5th ITALK was held at Detao Shanghai Center. Diana Chou, founder and chairman of Dragon General Aviation Group Limited, was invited to deliver a speech.
ISIB had a great cooperation with Shanghai Business School, providing their juniors majoring in Visual Communication Design with international courses.
Ding Qiuyu, Chen Kewen, and Lin Zhiwei, participated in the final of the First College Maker Design Competition of Brilliance Auto at Guanghua School of Management in Peking University.
DeTao Brand Strategy and Design Master Prof. Florin Baeriswyl attended the 2017 School Opening Ceremony of Shanghai Institute of Visual Arts (SIVA)
On June 28, 2017, the annual degree show was held in Detao Shanghai Center. It was presented by ISIB students from the first three grades in Brand Strategy and ...
June 2017, ISIB freshmen majoring in Brand Strategy and Management had to research and present their studies about which Chinese companies stand for...
On May 1, 2017, the finals took place at Said Business School. On behalf of Detao Academy, ISIB year 3 student Ben Zhang, the youngest attendee at the final...
The Power Station of Art received the forth ITALK on May 2, 2017. Led by Prof. Florin, all the students majoring in brand strategy and management of the Institute ...
From this semester, the ISIB public account was formally handed over to the ISIB students for self-operation. Many of the students have actively signed up ...
On the afternoon of April 26th, 2017, the third ITALK event - organized by the Institute of Swiss International Branding - was held at the Detao Masters Academy...
On the afternoon of March 15th, 2017, the Global Challenge Qualifier in the China division was successfully held at the center building of the Detao Master.
Mr. Laurent Megret was invited for ITALK speech, the China Board Director of Volevatch in Paris, March 1st 2017.
Dorothy Dittler-Kohl, co-owner of Dittler Consulting is invited by Prof.Florin Baerisyl to launch Corporate Society Responsibility intensive workshop for ISIB students.
ITALK - the new platform to match Brand Strategy Management students with business professionals - was launched at DeTao Academy, November 5th 2016.
Students from ISIB accomplished the redesign of noseclip product and launched the new U-clip product on 18 May, 2016
Chris prepares for the class inspiring questions and activities: what does a brand leader look like? How to innovate and develop new products...
Time for ISIB official mobile website to show up, try it on Your Smart Phone!
Big-time works of three students from BSM stood out from a wealth of candidates, to participate the exhibition in DIT campus.
Twenty students. Three visits. One goal: get a comprehensive understanding of branding.
The investigation report on Century-old Chinese Brand is on the show! Vice presidents of SIVA present themselves in the hall, sharing remarkable...
M50 stands for the location of Innovation Zone. Comebine theory and practice to broaden our students' horizons, at M50 the students learned about ...
Pack your bag, travel in a foreign country and appreciate different culture and customs. Experienced traveler Reggie from Studio Baeriswyl was invited to...
As part of Marketing and Brand Strategy module introduction, each student group had to argue "can McCafe beat Starbucks?" based on todays...
Well performed at SIVA welcome party. The "CCTV News" language program has been well received in the audience
First day at University (Sept 2014), our students were excited to talked to the master! They all deserve a big compliment after a tough 2 day's assessment...
The DeTao–ISIB International Education Exchange Seminar between Switzerland and China was held at the studio of Professor Florin Baeriswyl...
Press[PDF] 2016.5.18 ISIB Degree Show Press Release [PDF] 2014.9.15 Opening of Institute of Swiss International Branding (ISIB) by Shanghai SIVA and Detao Group [PDF] The Swiss federal consulate in Shanghai visit DeTao and the launch of Shanghai City Branding
Shanghai Institute of Visual Arts
#2200, Wenxiang Road
DTMA CCIC Bldg
Shanghai, China 201600Click to see map
+86 (21) 3701 6333-3502
+86 (21) 3701 6999
For direct access to Detao, enter the campus at the North Gate,Wenhui Road #699. For a scenic drive through campus, enter from the main gate at Wenxiang Road #2200. Please tell security you are visiting Detao. On campus, all spots are available for parking.
Walk 10 meters from Songjiang University Town to Songjiang Terminal Center Station ,take Songjiang Road 18 or Songxing B Line and get off at Longyuan Road Wenhui Road,walk to Shanghai Institute of Viasual Arts.
A copy of Gaokao (national exam) result
A short self-introduction video in English (max 1 minute, Format: .m4v, .mp4, .mov;) which must include:
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The video must be less than 100MB. Please upload the video to Baidu Cloud,
and send the download link to email@example.com