Past editions

Core topics

1. How companies and consumers interpret Brand Thinking, and who owns it inside an organization.
2. How digitalization changes marketing and reshapes the relationship between traditional brand building, technology and consumer empowerment.
3. How brands can position and express themselves across cultures during international expansion.

Selected guests

• DU Xiaohui 杜晓晖
• Jana Schiedek
• REN Xue’an 任学安
• Prof. Dr. h. c. SHAN Fan 单凡
• Christian Köhler
• Andreas Hube 胡安德
• YING Min 应敏
• Terry von Bibra 冯必睿
• Prof. Dr. Joachim Bongard
• LI Shiwei 李世炜

Lasting outcomes

• Continued DACHINA as an annual exchange and placed brands, digitalization and cross-cultural cooperation in one framework.
• Built a cross-regional network of companies, universities, associations and media around global brand building in the digital age.

Core topics

1. How brands connect economic value, cultural identity and scientific research.
2. How global brands adapt to markets, consumers and cultural differences in China and the German-speaking region.
3. How the roles of consumers, users and creators change in a digital brand environment.

Selected guests

• SHI Mingde 史明德
• Dr. Carsten Brosda
• ZHANG Ning 张宁
• Prof. Dr. h. c. SHAN Fan 单凡
• Christian Köhler
• Prof. Dr. ZHANG Shuting 张树庭
• Nora Fehlbaum
• Sophie Shao 邵小藕
• Dr. Gilbert Heise
• HE Hongbo 贺洪博
• Oliver Gößler
• LI Jia 李佳

Lasting outcomes

• Established the DACHINA Brand Dialogue platform and laid the foundation for continuing China-DACH brand exchange.
• Linked event proceeds to the DACHINA scholarship program for developing cross-cultural brand professionals familiar with China and the German-speaking region.