11th edition of the DerMarkentag conference in Hamburg
At the beginning of October, the eleventh edition of the renowned specialist conference DerMarkentag took place at the University of Hamburg.
Initiated in 2005 at the WU Vienna the event is now considered the most important platform in the German-speaking world for exchange between science and practice in the field of branding.
Prof. Dr. Carsten Baumgarth (HWR Berlin) has been closely associated with the conference since its inception: he has actively participated in all eleven editions and has been part of the organizing team since 2011. This year, the main organization was handled by Prof. Dr. Oliver Errichiello and Prof. Dr. Arnd Zschiesche, supported by the scientific committee (Prof. Dr. Holger Schmidt, Prof. Dr. Jörn Redler, and Prof. Dr. Carsten Baumgarth).
Around 60 brand scientists, brand managers, creatives, market researchers, and students discussed current developments in brand research and best practice examples from companies such as Rügenwalder Mühle, FC St. Pauli, and ECE.
A highlight of the program was the keynote speech by Prof. Dr. Christoph Burmann (University of Bremen) on the history of brand management and brand science. The subsequent panel discussion with Prof. Dr. Carsten Baumgarth and Colin Fernando (BrandTrust) focused on the growing gap between brand science and brand practice—and possible ways to bridge it.
In the science sessions, Prof. Dr. Baumgarth also presented two current research projects:
- From attractive spaces, tactile goodies, and social brand experiences – How internal brand management can succeed in the context of remote work!
- AI-powered brand-aligned touchpoints – Design and effects of brand-aligned AI chatbots
DerMarkentag 2025 once again sent a strong signal for scientifically sound and practical dialogue around the brand.