The Mainz School of Business at Mainz University of Applied Sciences was represented by two researchers at this year’s Global Brand Conference (GBC). Prof. Dr. Isabelle Hillebrandt’s presentation focused on how crucial the perception of a brand is as a component of the circular economy, while Prof. Dr. Jörn Redler addressed the practical relevance of current brand research on the basis of his research findings.
Every year, the GBC, held by the Academy of Marketing brings together leading branding experts from around the world to discuss and advance the state of the art in brand research, theory, and application.
The 17th iteration of the conference took place this year in Edinburgh, Scotland, with the theme “Conscientious Brands” and was hosted by Napier University.
More information: https://www.napier.ac.uk/about-us/our-schools/the-business-school/global-brand-conference
Prof. Dr. Isabelle Hillebrandt is a Professor of Business Administration, in particular Marketing and Digital Media, at Mainz University of Applied Sciences, where her research interests include circular economy concepts in marketing. Prof. Dr. Jörn Redler is a Professor of Business Administration, especially Marketing, at Mainz University of Applied Sciences and conducts research on branding.