2019 ISIB Degree Show
On June 26th 2019, the 4th ISIB Degree presentation was held in Shanghai DeTao Center at SIVA campus. Prof. Florin Baeriswyl reviewed the Brand Strategy & Management (BSM) education and pointed out the impact of the degree results in an international context. This quality is achieved through the consistent team of teachers and the concise management of the BSM coordinator. Two guests, Tina Walendy, general manager of Brands Records and Sophia Guo, manager of PWC Education Service, highly impressed and praised the student’s work.
The Year Project of BSM 2018
The year project of freshman is “Shanghai Insights”, a project to explore Shanghai local brand story based on students’ research and interviews. A wide range of fields has been selected to show local brand story in eight different fields including technology, fashion and entertainment.
The Year Project of BSM 2017
Intangible Culture Heritage in Modern Young Life
Throughout this semester, the year 2 students conducted a collaborative project with “Enamel Shi”, a well-known Chinese Enamel brand established by Shi Jun, a famous enamel design artist. By a series of depth research and consumer interviews, the sophomores proposed three new brand strategies in the different directions of pet industry, car industry and music instrument industry to adapt the old Chinese intangible culture into modern young life.
As China’s pet market is constantly rising with the total amount of 147 billion RMB market revenue, pet has become an intimate member of family. High quality products, made from good materials are therefore hugely in demand. This proposed product emphasized enamel’s impermeable, hard surface in creating a durable product. With simple and focused design, "Hello" delivers a sense of "caring for the sake of love" and students make it consistent in all product design.
Team 2 chose the car as the consumer product ready for enamel design. Their creative sub-brand of Enamel Shi is called “Shi”. This group’s plan was to apply enamel for beauty and exclusivity in crucial areas of the car, including the steering wheel.
“Melody” enamel harmonica is a newly created sub brand of Enamel Shi, with the goal to design creative harmonica by applying enamel. As a hard material, enamel can help bolster the flimsy metal of the traditional harmonica design, ensuring ita longer life. The harmonica even applies modern technology to make music learners avoid to play incorrectly.
BSM 2016 Year Project
Throughout this semester, senior students cooperated with multiple companies like Philips, Rise Buddy, YISPACE, LEVITATE etc. Through real case studies, ISIB students learn how to apply their know-how sharpening their business experience. The contact with companies creates job opportunities.
Video link: https://mp.weixin.qq.com/s/VOEzMEhv7oXeRR1DlSCemQ
