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„Brand Thinking in the Digital Age“ – Review of the 2nd DACHINA Markendialog

„Brand Thinking in the Digital Age“ was the motto of the 2nd DACHINA Brand Dialogue, which took place on the 6th of September 2019 in the Hotel Grand Elysée in Hamburg.

2. DACHINA Markendialog 2. DACHINA Markendialog

Around 450 brand experts from the DACH region and China gathered at the conference to discuss the topic of brands between culture and economy. Representatives of global companies such as the Alibaba Group and SAP shared a variety of views and approaches in their presentations.

2. DACHINA Markendialog 2. DACHINA Markendialog

The dialogue became particularly practical in two panel discussions: What are the panelists’ experiences in their companies with brand thinking in the digital age? And how can different cultures be connected under these conditions? Questions to which international companies have found their own answers.

2. DACHINA Markendialog 2. DACHINA Markendialog

In the talks, traditional companies such as Steinway and Sons and Deutsche Bahn met newcomers like the global start-up NIO or the electric mobility provider Xcharge. In their contributions, the speakers opened up interesting insights into how their companies deal with the challenges of interculturality and digitization.

2. DACHINA Markendialog 2. DACHINA Markendialog

Another highlight for the Brand Academy, which is one of the main organisers of the Markendialog alongside DACHINA interchange and China Central Television, was the announcement of the DACHINA scholarship. Surplus revenue from the event will benefit young talents in the Master’s programme Brand Innovation.

2. DACHINA Markendialog

The scholarship promotes the education of intercultural brand experts – in the spirit of the Markendialog.

We look back on a successful day and are already anticipating a continuation next year!


Bilder: SHAO Taizhi, HAN Ying