18.30
19.00
19.30 – 21.00
11.30 – 12.40
12.00 – 13.00
13.00 – 13.55
14.00 – 14.35
14.40 – 15.25
15.30 – 16.25
16.30 – 17.15
17.15 – 17.30
18.00 – 19.00
Wednesday, 30. September 2020
VIENNA BRAND GALA
Location: Vienna City Hall - Festsaal
Invitation Only!
REGISTRATION
WELCOME & OPENING REMARKS
Brands – from global to regional; Brands are tools for the economic development of cities, destinations and regions. Brands create jobs, strengthen the business location and increase prosperity. Corporate Brands, Destination-, City- and Region-Brands.
Gerhard Hrebicek, President, European Brand Institute
Ernst Woller, President of Vienna City Parliament
Bernardo Calzadilla-Sarmiento, Managing Director, Directorate of Digitalization, Technology and Agri-Business, UNIDO
H.E. Loipa Sánchez Lorenzo, Ambassador of the Republic of Cuba to Austria, Slovenia and Croatia and Permanent Representative to the United Nations Office at Vienna and the International Organizations based in Austria
DINNER RECEPTION
Musical repertoire from the IBERO-AMERICAN ORCHESTRA of Vienna,
Fernando Zonta, Maestro, Dirigent
Thursday, 1. October 2020
BGS 2020 Press Conference
Bernardo Calzadilla-Sarmiento,
Managing Director, Directorate of Digitalization, Technology and Agri-Business, UNIDO
Farrukh Alimdjanov, Industrial Development Officer, Department of Digitalization, Technology and Innovation, UNIDO
Gerhard Hrebicek, President, European Brand Institute
Herbert Kovar, Partner, Deloitte
Location: UNIDO D1751
Presentation of MOU UNIDO/EBI
LI Yong, Director General, UNIDO
Gerhard Hrebicek, President, European Brand Institute
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BRAND GLOBAL SUMMIT 2020 - online event
Moderation: Sarah Kelly, International Journalist
Security Check-in/ Registration
WELCOME & OPENING BGS 2020
Welcome
LI Yong, Director General, UNIDO
Gerhard Hrebicek, President, European Brand Institute
Opening Dialogue
Gerhard Hrebicek, President, European Brand Institute
Bernardo Calzadilla-Sarmiento, Managing Director, Directorate of Digitalization, Technology and Agri-Business, UNIDO
Margarete Schramböck, Federal Minister of Digital and Economic Affairs
The value of brands, as an intangible asset, will become one of the most important assets to the balance sheet and a tool for financial investments, creating value, growth and prosperity.
Sustainable brands perform better and will be future leaders. Further, brands can be a vital partner in the international community's drive for sustainable and inclusive economic growth, while improving competitiveness.
Sustainable brands do not only have an impact at the level of individual firms but also for entire industries, countries and regions, which makes them an integral part of economic development initiatives across developed and developing economies, as well as economies in transition.
The covid-19 crisis acts as a magnifying glass that reinforces pre-existing dynamics of the global economy. These days digitalization is advancing at an accelerated speed and is increasingly dominated by intellectual property and intangible assets.
The ongoing pandemic has shifted economic activity and has forced companies to create economic value in different forms, e.g. through digital business models. Brands are a driving force to create sustainable economic value in an increasingly digitalized economy.
To support them on this path, together with the European Brand Institute, UNIDO provides a jointly developed service module, "Branding for competitiveness and sustainable growth" that has already generated a number of success stories worldwide and across a variety of industries.
Cities and regions have discovered branding as a crucial element for their sustainable development and the development of economic zones and clusters. For instance, regional Heritage Brands can strengthen the linkages between the traditional and creative industries to other economic activities like tourism - commonly referred to as destination branding. Brands also return value in terms of use of protected designation of origin and protected geographical indication.
The importance of brands and IP increases among consumers as well as among shareholders, investors, managers and employees of enterprises especially in the Digitalization era and Post COVID 19.
Industries that make intensive use of the different types of intellectual property rights (IPR) contribute substantially to the economies of the EU and - through the use of trade marks, designs, patents, copyright, geographical indications (GI) - create economic benefits for Europe.
Voices and Practical Examples for the effective use of Brand and IPRs
Nikolaus Hirsch, Vice President, Marketing & Sales, HIRSCH The Bracelett
Anna Nesterova, CEO, Global Russ Trade
Alexander Biach, Deputy Director, Vienna Chamber of Commerce and Industry
Brand Investments for Sustainability
As an intangible assset, the value of brands will become one of the most important assets to the balance sheet and a tool for financial investments, creating value, growth and prosperity, while enabling a level of resilience.
Companies with strong brands outperform and make them a fail-free choice for long-term investors to achieve superior returns in the long run and can utilize their brands as collaterals for insurances and banks.
Additionally, brands can deliver superior returns on the stock market, reduce downside risk, are less volatile, and generally enable SMEs to do better in every possible performance indicator.
KEYNOTE & Moderation: How to create growth through sustainable investment in brands
Weixi Gong, Chief, Investment and Technology Promotion Division and Coordinator, UNIDO Investment and Technology Network
Baybars Altuntas, WBAF Chairman & Investor
Herbert Kovar, Partner, Deloitte
Wolfgang Schiketanz, SCA Advisory, Brand Global Select Fund
Stephan Unger, Professor Department of Economics and Business, Saint Anselm College, Boston, USA
WU Guangquan, President. Shenzhen Federation of Industries
YANG Wei, Vice President, Royal Town Planning Institute, UK
Brands for competitiveness - creating sustainable growth
Recent global developments have demonstrated that sustainable growth cannot be achieved without economic resilience. Brands can help companies attract new talent, increase customer loyalty and sales, improve their market position and facilitate exports to new markets.
KEYNOTE & Moderation: Branding for Improved Competitiveness and Business Resilience in Developing Countries
Farrukh Alimdjanov, Industrial Development Officer, Department of Digitalization, Technology and Innovation, UNIDO
Nigina Ikromi, Chairwoman, Creative Development of Tajikistan
Industrial upgrading and modernization of carpet-weaving, embroidery and traditional textile sectors in Tajikistan
Robert Harutyunyan, Chairman of Development Association of the Light Industry of Armenia (DALIA)
Improving Competitiveness of Export-Oriented Industries in Armenia through Mpdernization and Market Acccess Armenia
Ebe Muschialli, Associate Industrial Development Officer, UNIDO
Market access facilitation of typical agrifood product in the MENA region: Morocco, Tunisia and Egypt.
Ricardo Lazaro Trujillo Hervis, Director General, CIIQ, Cuba
Technological and Enterprise Upgrading Programme focused on agro-chemical and agriculture machinery production sector in Cuba
Michael Nokokure Humavindu, Deputy Executive Director at Industrialisation and Enterprise Development at the Ministry of Industrialisation, Trade and SME Development
"FUTURE TALK"
Sustainable brands can be a great means to ensure investment into companies that actively contribute to the 2030 Agenda and its Sustainable Development Goals.
Investing in sustainable brands meet the requirements of institutional investors, thus supporting the more sustainable products and services, which has positive social and environmental impact.
Moderation: Gerhard Hrebicek, President, European Brand Institute
Keynote: Bobby Calder, Kellstadt Professor of Marketing, Kellogg Graduate School of Management
Andrea Gaal, Member of the Supervisory Board, Raiffeisen International
Hannes Kirchbaumer, Digital Marketing Expert
Patricia Neumann, Country General Manager, IBM Austria
Monika Racek, CEO, ADMIRAL AG
Closing Remarks / Announcements
Gerhard Hrebicek, President, European Brand Institute
Bernardo Calzadilla-Sarmiento, Managing Director, Directorate of Digitalization, Technology and Agri-Business, UNIDO
Brand Global Council Meeting / Networking
INVITATION ONLY!
Location: UNIDO D1751
