Recently, theA group of students and faculty members from the Department of Business Administration, Rheinische Fachhochschule Köln, Germany.On the morning of October 11th, an academic exchange was held at the Sino-German Department of Branding."A case study of cross-cultural innovation in brandingThe "Workshop" took place in the academic building of the Faculty of Sciences, where Chinese and German students of the 21st year of Advertising and German students, led by Prof. Dietmar Pfaff and Prof. Stefan Waller, explored together the innovative paths of branding in a cross-cultural context.
The Rheinische Universität für Wissenschaftliche Technische Hochschule (RWTH) Cologne, Germany, is a renowned university of applied sciences in Germany, offering more than 40 Bachelor's and Master's degree programs covering the fields of specialization of Engineering, Media, Medical Economics & Health, Economics and Law, with a special focus on applied sciences and the close integration of theory and practice.
01 Explore classic models and deepen brand understanding
At the beginning of the workshop, the Chinese and German students learned together the classic analytical tools of brand marketing"Ansoff Matrix."An in-depth study and discussion centered on the four core modules in the matrix - Market Penetration, Market Development, Product Development and Diversification (Market Penetration, Market Development, Product Development and Diversification) were studied and discussed in depth. In the process.Students from two different cultures inspire each other., not only deepened their understanding of brand management theory, but alsoPracticed teamwork and cross-cultural communication skills in a multicultural environment..
02 Talking about Design Thinking and Promoting Brand Innovation
In the process of exploring cross-cultural innovation in branding, Chinese and German students studied in-depth from the"Six Stages of Classic Design Thinking" by the Hasso Plattner Institute.. This theory not only opens up new perspectives on creative problem solving for students, but also serves as a bridge for them to collaborate across cultures.
Together, the students from both countries experienced in-depth design thinking through hands-on exercises and discussionsSix stagesUnderstand, Observe, Define, Ideas, Prototype and Test. They apply design thinking to the practice of brand innovation, and through the division of Task Space and Solution Space, they discuss how to integrate brand concepts with market needs.Chinese students brought deep insights into the Chinese market, while German exchange students shared their branding experiences in the European market. This fusion of cross-cultural perspectives provides a more comprehensive solution for brand innovation.
03 Co-development of the Haribo brand Deep practice of cross-cultural synergistic innovation
Chinese and German students focus onHaribo, a leading German confectionery company.Three dynamic and creative cross-cultural teams have been formed to work on the brand's innovative practices. Taking full advantage of their unique cultural backgrounds and deep expertise, they worked together in a fine-tuned collaboration and division of labor to explore the unlimited potential of the Haribo brand in the global marketplace. In the process.The students skillfully integrated a unique multicultural perspective into the brand strategy, breathing new life into "Haribo"!.
Students from both countries had a heated brainstorming session around product development ideas. Through in-depth brand research, combined with the theoretical analysis tools they learned, they conducted a comprehensive and detailed study of the "Haribo" brand, and proposed a series of practical and creative brand innovation solutions. These solutions not onlyFully integrates the cultural characteristics of China and Germany, reflecting the students' keen insight into the marketplace and moreDemonstrating their innovative thinking and collaborative spirit in cross-cultural synergy.
Chinese and German students discussing Haribo brand innovation and product development
04 Sharing of innovation and new ideas for branding
Towards the end.Chinese and German students worked together to share their innovations in branding practice content in the form of a presentationBased on the information from the market research on the Haribo brand and the characteristics and needs of the target consumer group, they proposed the development of health-oriented low-sugar or sugar-free confectionery, a variety of nutritional elements for satiety. Based on the market research information of the "Haribo" brand and the characteristics and needs of the target consumer group, they proposed new ideas, including the development of health-oriented low-sugar or sugar-free candies, satiating snacks rich in a variety of nutritious elements, and the use of environmentally friendly materials in the Bear Juice Drinks, which showed their deep understanding and joint creativity of brand innovation. demonstrated their deep understanding and shared creativity of brand innovation. At the same time, the groups were"Ansoff Matrix", "Six Stages of Classic Design Thinking" TheoryUnder the guidance of the students, a series of effective brand communication strategies were developed, covering not only digital marketing, KOL (Key Opinion Leader) and social media campaigns, but also demonstrating the students' deep insight into the growth potential of the "Haribo" brand.
05 Workshop Live Work Demonstration
06 Chinese and German teachers and students share their feelings
Professor Pfaff and Associate Dean Waller spoke highly of the students' professionalism and creativity as demonstrated in their branding cross-cultural innovation practices.Associate Dean Waller said.The Workshop was not only a successful academic event, but also a model of cross-cultural communication and cooperation.. Through close cooperation, the Chinese and German students stimulated the sparks of thinking under different cultural backgrounds. At the same time, the Workshop also took the existing market brand as the practical carrier, skillfully integrated the theoretical knowledge with the actual operation, realized the deep promotion of the integration of industry and education, greatly enhanced the students' innovative thinking and teamwork ability, and moreover opened the door of their international vision, so that they have a deeper understanding of the branding thinking mode.
I was impressed by the German students' sense of "looseness". They were very eloquent on the stage and expressed themselves freely, and at the same time, they were very attentive when listening to the reports of other groups and actively participated in the discussion. During the Q&A session, they were very enthusiastic in asking questions, and had an in-depth discussion.This workshop is not only a learning and communication opportunity for me, but also a preview for my future life as a graduate student.I deeply felt the charm of cross-cultural exchange and made many friends from Cologne, Germany. I deeply felt the charm of cross-cultural communication and made many friends from Cologne, Germany. This experience definitely added valuable friendships and cross-cultural communication experience to me.
--Advertisement 211 Ng Cheuk Wan In just a few hours, I worked hand in hand with exchange students from Germany to accomplish the task of designing and promoting Haribo's new brand. During the process, I practiced my speaking and listening skills and enjoyed an early morning brainstorming session.I am very happy and satisfied to be able to work side by side with foreign students to accomplish this cooperation..
-Advertisement 212 Ling Xiaoyan
In the teamwork, I think it's always good when you have the approach that you get some firework at you and another idea. It was very good and very growing to work together with Chinese students. More importantly, it trains my practical skills in a real business environment and lays a solid foundation for my future development. It encourages me to It encourages me to maintain this enthusiasm for exploration and innovation.
--Max Frackenpohl
I think it's a great experience because we think about the creative idea about the Haribo brand and their product is really interesting. I'm really happy to work with these students from different cultural backgrounds and our brand design ideas are pretty good. I also understand the importance of brand management and brand innovation.
--Andrija Komericki
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