The "German-Chinese Brand Dialogue", which carries the mission of German-Chinese brand interchange, was born. The event was created in 2018 and has set off a wave of discussions between German, Swiss and Austrian brands and Chinese brands. It is a joint initiative of the German-Chinese Contemporary Center, China Central Television and the German Brand Academy - University of Applied Sciences in Communication and Management, focusing on current hot topics in the field of brand science and brand practice. During the event, top speakers are invited to present an exclusive series of lectures, as well as panel discussions and business networking events, which well facilitate in-depth exchanges between hundreds of international branding professionals across regions and industries.
On September 6, 2019, the second "German-Chinese Brand Dialogue" was held in Hamburg, Germany. The event focused on "Brand Thinking in the Digital Age" and attracted more than 400 participants from the Chinese and German-speaking business communities to discuss the achievements of brands in the international digital arena and the opportunities and challenges that digital transformation brings to brands.
The content is divided into the following two forms.
"Infinite Play" - focuses on innovative and forward-thinking approaches. The discussion focused on the opportunities and risks facing brand thinking in the digital age, and their impact on brand strategy and brand experience. The two regions' different self-perceptions of the digital age were also the focus of this discussion.
"Concrete exchange" - focuses on specific issues such as experiences of successful brand building in the digital era among practices. How can digitalization be used to strengthen brands? How can the German-speaking region and China learn from each other and cooperate with each other in order to successfully meet the challenges of digitalization?
Chinese Consul General in Hamburg Du Xiaohui said in his speech that in the era of globalization, digitalization and big changes, the rise of protectionism has intensified the instability and uncertainty of the big changes, and brand awareness, brand thinking and brand strategy are especially important.
With the realization of digital communication and the spread of high-tech applications, opportunities are increasing, along with the complexity of brand communication, said Yana Sidko, a culture sector official.
Shan Fan, founder of the German-Chinese Contemporary Center and founding president of the German Brand Academy - University of Applied Sciences in Design and Communication, said that the German-Chinese Brand Dialogue is an important platform for brands from both sides to exchange ideas. Brand is not only an economic factor, but also an important part of culture.
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