The first bilateral exchange in brand science and practice
The first DACHINA Brand Dialogue took place in Hamburg on 5 September 2018. It used brands as a shared language and brought economic, cultural and scientific perspectives from China and the German-speaking region into one bilateral dialogue.
The program balanced academic research with business practice, addressing global brand strategy, cross-cultural brand management and localization for international brands entering China and Chinese brands entering German-speaking markets.
Guests and topics
SHI Mingde, Dr. Carsten Brosda, ZHANG Ning and Prof. SHAN Fan addressed the opening. Christian Köhler, Prof. ZHANG Shuting, Nora Fehlbaum, Sophie Shao, Dr. Gilbert Heise, HE Hongbo, Oliver Gößler, LI Jia and Christoph Isenbürger shared brand practice.
Wolfgang K. A. Disch, Prof. ZHANG Yiping, Wolfgang Merkle, Dr. Yun Schüler-Zhou, Bodo Abel and RAO Yuyong joined the panel discussion on Brand Thinking, globalization, localization and cultural preferences.
DACHINA scholarship
The event also presented the DACHINA scholarship program, directing project surpluses toward brand-related master’s study and the development of cross-cultural brand professionals familiar with China and the German-speaking region.
The platform begins
Organized by DACHINA interchange, China Central Television and Brand Academy, the inaugural event laid the foundation for the continuing DACHINA exchange.
