Brand Thinking in the Digital Age
The second DACHINA Brand Dialogue took place at Hotel Grand Elysée in Hamburg on 6 September 2019. Around 450 representatives joined from public institutions, associations, think tanks, companies, research organizations, universities and leading media.
The program combined two formats: Unlimitiert addressed innovative and forward-looking research, while Konkret focused on practical brand management in a digital world.
Three central questions
- How companies and consumers understand Brand Thinking and who owns it inside an organization.
- How digitalization changes marketing and the balance between traditional brand building, technology and consumer empowerment.
- How international brands position and express themselves across different cultural environments.
Guests and discussions
DU Xiaohui, Jana Schiedek, REN Xue’an and Prof. SHAN Fan addressed the opening. Speakers included Christian Köhler, Andreas Hube, YING Min, Matthias Peuckert, SONG Qi, Terry von Bibra, Joachim Bongard and LI Shiwei.
Panels covered city and regional branding, electric mobility, digital communication, international expansion and cross-cultural brand management. Participating organizations and companies included Markenverband, SAP, Alibaba, Tencent Cloud, NIO, Deutsche Bahn, Steinway and XCharge.
Continuing the dialogue
The second edition continued DACHINA as an annual exchange and strengthened a cross-regional network of companies, universities, associations and media around digital brand building.
