The European Brand Institute (EBI), in collaboration with UNIDO, hosted the 20th Brand Global Summit at the Vienna International Centre on October 22, 2024, under the theme "Brands for Life." The summit highlighted how brands serve as both economic drivers and contributors to society through sustainability, innovation, and long-term relationships with consumers.

Experts from various sectors discussed how brand management can boost economic performance and resilience, especially in a digitally transforming world. The summit also emphasized the growing importance of Financial Inclusion and ESG (Environmental, Social, and Governance) principles, particularly for SMEs. By integrating ESG into their strategies, brands enhance trust, attract socially-conscious investors, and open new market opportunities.

Overall, the summit reinforced that brands are more than economic assets—they are tools for social good, industrial modernization, and sustainable development at regional, national, and global levels.

Gerhard Hrebicek, President of the European Brand Institute, opened the 20th Brand Global Summit at UNIDO Headquarters, emphasizing the theme "Brands for Life" as both a mission and mandate. This reflects the dual responsibility of creating brands that remain relevant in people's lives while contributing positively to society. He thanked key partner UNIDO, as well as Vienna's Mayor, Dr. Michael Ludwig, and highlighted the economic significance of brands in boosting GDP, competitiveness, and innovation, particularly for SMEs.

Ciyong Zou, UNIDO Deputy Director-General and Managing Director, Directorate of Technical Cooperation and Sustainable Industrial Developement, aligned "Brands for Life" with sustainable development, focusing on long-term growth and wealth while ensuring social and environmental sustainability. He shared UNIDO’s new branding project in Bama, China, aimed at enhancing local providers' global competitiveness. Both Hrebicek and Zou stressed the importance of aligning brand strategies with sustainability and innovation, emphasizing brands’ role in fostering economic development, consumer loyalty, and societal impact.

PANEL 1: BRANDS FOR LIFE – Challenges & Opportunities for B2C & B2B Brands

Moderated by Gerhard Hrebicek, this panel explored how B2C and B2B brands can stay relevant in today’s fast-evolving market. Stefan Krenn, Executive Board Member of Novomatic AG, emphasized the company's focus on innovation and sustainability, which have been central to its growth since 1980.

Novomatic, now a global leader in gaming technology with operations in over 120 countries, has built success on continuous innovation. With over 25,000 employees and 32 technology centers worldwide, the company releases over 200 new game titles annually and holds more than 5,000 intellectual property rights.

Krenn also highlighted Novomatic’s commitment to sustainability, as one of the first in its industry to adopt ESG practices and publish audited sustainability reports. The company has increasingly embraced renewable energy, recently launching a large solar plant at its Austrian headquarters, reflecting its dedication to reducing emissions and promoting responsible corporate practices.

Jörg Spreitzer, CEO of Great Place to Work, emphasized the impact of positive workplace culture on brand value by linking employer branding with ESG (Environmental, Social, and Governance) principles. He highlighted that employees who trust their leaders are more adaptable and willing to go the extra mile. Spreitzer shared key data: 51% of employees are more likely to believe their company positively impacts the environment if leaders embody company values, and 36% believe their company benefits society when leaders are ethical. Additionally, 27% of employees feel their organization makes better environmental decisions when leadership is trustworthy, and 28% see societal benefits when employees are recognized for trying new initiatives. Spreitzer noted that only 45% of employees worldwide feel their management effectively communicates the organization's environmental and social impact.

Astrid Rompolt, Head of Public Relations at Wiener Wasser, presented the “Wiener Wasser 2050” strategy, addressing future challenges such as population growth, increased water demand, and global warming. She outlined plans to expand water resources, reservoirs, and the pipe network. Rompolt also highlighted Vienna’s climate-neutral status since 1873 and announced plans for 1,500 new drinking fountains and other cooling measures to address future urban water needs.

PANEL 2: BRANDS FOR LIFE – Challenges & Opportunities for Regional Brands

Moderated by Farrukh Alimdjanov, this panel focused on the importance of regional brands in attracting investment and driving economic development.

Alexander Biach, General Director of SVS, highlighted Vienna's health-focused strategies, which contribute to its status as the world's most livable city. These initiatives not only enhance residents' quality of life but could generate €8.5 billion in added value for the region, positioning healthcare as a key economic driver. Biach emphasized Vienna's goal of becoming a health metropolis by 2030, with support from the Vienna Chamber of Commerce and other stakeholders, fostering innovation and economic growth.

H.E. Sulaiman bin Abdullah Al-Humaidan, Saudi Arabia’s Commercial Attaché in Berlin, introduced Saudi Arabia's Vision 2030 and the NEOM project. NEOM, a zero-carbon, renewable energy-powered city in northwest Saudi Arabia, is 33 times the size of New York City and aims to redefine urban living. Al-Humaidan described NEOM as a hub for innovation, sustainability, and human-centered urban planning, attracting talent and aligning with global sustainability efforts, making it central to Saudi Arabia's Vision 2030.

Other panelists, including Franco Silva from Venezuela and Luhur Pradjarto from Indonesia, presented successful regional branding initiatives that promote economic growth and community resilience through collaboration and MSME support.

Franco Silva discussed Venezuela's "Industrial Upgrading and Modernization Program," which aims to revitalize panel production. The program focuses on modernizing pilot companies and cooperatives while strengthening national institutions. Key value chains include maize, rice, sugarcane, and legumes, with a focus on "panela" production. A pilot project with Agriturismo Visión highlights sustainable practices like hydropower and recycling sugarcane residue, showcasing how strategic branding and modernization can transform the panela industry economically and socially.

Luhur Pradjarto introduced Indonesia's "Lombok Collective Plan," which empowers MSMEs in textiles, agrifood, jewelry, and aquaculture, aligning them with Sustainable Development Goals (SDGs). Branded as "Mandalika," the plan unites 12 MSMEs under a collective identity symbolizing shared values and quality. By improving branding, marketing, and access to finance, the initiative enhances production capacity and promotes sustainable, handmade products. To date, the project has impacted over 1,000 MSMEs and trained 1,300 entrepreneurs, contributing to economic and cultural sustainability in the region.

Farrukh Alimdjanov, Industrial Development Officer at UNIDO, shared Uzbekistan's successful use of branding to enhance value creation in its textile industry. Once the world’s second-largest exporter of raw cotton, Uzbekistan aimed to increase domestic cotton processing. The country now consumes 110% of its local production by importing cotton to fuel its growing textile sector. Exports have surged from $1 billion to $3.5 billion, with a target of $10 billion.

In May, a project was launched in collaboration with the Uzbekistan Association of Textile Producers, focusing on branding, industrial design, and integrating national traditions. This initiative aims to boost exports, create jobs—especially for women—and leverage Uzbekistan’s rich handicraft heritage. The project highlights how branding can drive economic and social value, positioning Uzbekistan to compete successfully in the global market.

PANEL 3: Financial Inclusion & ESG

The third panel, moderated by Dr. Gerhard Hrebicek, focused on the financial aspects of branding, particularly Financial Inclusion and ESG. Baybars Altuntas, Chairman of the World Business Angel Investment Forum (WBAF), delivered a keynote on the role of brands in advancing financial inclusion. He emphasized that brands should not only create value for consumers but also contribute to societal welfare, aligning with the summit's theme of "Brands for Life."

Altuntas highlighted that over a billion people lack access to basic financial services, and brands have the potential to bridge this gap. By promoting microfinance, fintech solutions, and digital banking, brands can democratize financial services, fostering new markets and economic stability. In partnership with the European Brand Institute (EBI), brands can align with regulatory frameworks and expand their reach to create a broader, more inclusive financial ecosystem. He encouraged brands to align with regulatory frameworks and embrace financial inclusion, not only as a business strategy but as a tool to combat inequality and poverty, supporting the UN Sustainable Development Goals (SDGs).

Stephan Unger, Associate Professor from Saint Anselm College Boston, highlighted how effective ESG practices enhance brand value by fostering trust among consumers and investors. In his presentation, "The Effect of ESG Reporting on Brand Value," Unger explained that brands should focus on key ESG components that directly improve value. Positive factors like renewable energy use and emission reduction (environmental), ethnic minority representation (social), and governance aspects such as board tenure and diversity were linked to higher brand value. However, over-reporting, such as excessive litigation expenses or too many board meetings, negatively impacted brand perception.

Unger urged brands, especially SMEs and start-ups, to focus on relevant ESG components and effectively communicate them through sustainability reports. This strengthens their ESG+ strategy and market position.

Herbert Kovar, Managing Partner at Deloitte Austria, stressed that brands must not only report on ESG but also transform business models and value chains to meet global changes. He noted that while ESG reporting can expose weaknesses, it also offers a path for long-term business transformation. Companies that pair ESG reporting with meaningful changes will build trust with stakeholders, leading to greater access to capital, growth, and long-term success.

Oliver Breiteneder, CEO of BCB Business Consulting, emphasized the importance of integrating ESG (Environmental, Social, and Governance) principles for long-term growth in startups and SMEs. He stressed that ESG is key to how companies are perceived by investors, customers, and financial institutions.

Breiteneder explained that reducing environmental impact cuts costs and boosts profitability, while social responsibility and ethical governance drive long-term success. Companies with strong ESG practices attract more investors, secure better financing, and appeal to 70% of consumers who prefer sustainable brands. He concluded by urging SMEs to adopt ESG as a pathway to long-term success, recommending small but impactful steps to improve financial health and future growth.

Aysegül Gökce Baykal, Deputy Director of Schoellerbank, explained how ESG-related investment products foster trust and loyalty, particularly among socially-conscious investors, enhancing the bank’s brand value. She emphasized that trust is the foundation of a strong brand, noting that clients choose banks they trust, not just for competitive products but for a commitment to long-term values like ESG principles.

Baykal highlighted that clients recognize the bank’s focus on sustainability, ethical growth, and long-term stability, reassuring them that their wealth and their children’s future are safe. She also stressed the importance of sustainable growth in wealth management, ensuring a smooth transition of assets to the next generation.  She concluded that embedding ESG into banking operations strengthens brand loyalty, attracts socially-conscious investors, and enhances the bank’s reputation, ultimately ensuring long-term success.

PANEL 4: Women Leadership Driving BRANDS FOR LIFE & Sustainability

The panel “Women Leadership Driving Brands for Life & Sustainability,” moderated by Gabriela Straka, highlighted the crucial role of women leaders in fostering sustainable brand strategies. Straka emphasized that diversity in decision-making, beyond legal frameworks for equal rights, drives creativity and innovation, which are essential for building future-proof, sustainable brands. She posed the question of whether gender or cultural background influences decision-making and economic outcomes, concluding that trust and respect across diverse perspectives are key.

Barbara Bleier-Serentschy, a marketing expert, stressed the importance of empowering women in leadership, noting that they play a pivotal role in developing socially responsible, environmentally sustainable brands. Daniela Gruber, Managing Director of LP-Impact HR, added that female leaders often take a holistic approach to sustainability, enhancing brand reputation and operational success, which is crucial for attracting and retaining talent.

Carmen Schuber, UNIDO Gender Expert, emphasized that gender equality is both a human right and an economic necessity. She highlighted the proven correlation between greater diversity in decision-making and improved business outcomes like profitability and innovation.

Bibusa Wißemann, Managing Director of Africa GreenTec, discussed the impact of female leadership in Africa, particularly in Zambia, where women represent 50.7% of the population. She emphasized their critical role in developing innovative, sustainable business models, particularly in energy solutions, and called for greater support for women’s empowerment in Africa and beyond.

PANEL 5: AI & Technology Driving BRANDS FOR LIFE & Sustainability

The final panel, moderated by André Felker, Co-Founder and CEO of Backbone.one, examined how AI and technology drive sustainability and innovation in branding. Felker remarked, “Technology might save the world, but only if mankind is willing to adapt.”

Bernd Zimmermann from Microsoft Copilot highlighted that AI can enhance customer service while contributing to sustainability. He noted, “AI won’t replace humans, but humans with AI will replace humans without AI.”

Anna Büchel, Associate at LGP, addressed the legal complexities of AI, particularly concerning intellectual property and the upcoming EU Artificial Intelligence Act. She discussed the ambiguity around ownership rights for AI-generated content, questioning whether the developer or the user providing inputs should hold the copyright. Büchel suggested that AI-generated works might not qualify for copyright at all, potentially entering the public domain, and stressed the need for clearer legal frameworks.

Julia Kniha, UNIDO's Belarus National Project Coordinator, discussed how AI strengthens brand resilience in emerging markets. She highlighted the ongoing cooperation between UNIDO and Belarus, particularly through the Brest Demonstration and Innovation Centre, which aims to enhance institutional branding and foster active discussions on social media.

Closing Remarks

In summary, the 20th Brand Global Summit showcased how brands can be powerful tools for driving productivity, increasing value creation, and enhancing competitiveness. From financial inclusion and ESG to AI and women leadership, the summit demonstrated that brands must remain committed to making a positive societal contribution while ensuring their relevance in the global marketplace.

Moderator Jaqueline Knollmayr led throughout the day.

 20. Vienna Brand Gala

In the evening, at the invitation of the Mayor and Governor of Vienna Michael Ludwig, the 20th VIENNA BRAND GALA Reception took place in the Festivity Hall of the Vienna City Hall. Together with Gerhard Hrebicek, President of the European Brand Institute, Jürgen Czernohorszky, Executive City Councillor of Vienna, Josef Karl-Pelikan, Director UNIDO, H.E. Martin Kocher, Federal Minister of Labor and Economy, via video - message and H.E. Pablo Berti Oliva, Ambassador of Cuba, representing GRULAC welcomed the international guests.

NOVOMATIC was honored with the 20 Years Special BRAND LIFE AWARD, which recognizes two decades of brand excellence.

Latin American flair once again permeated the ballroom of Vienna City Hall during the traditional tastings of regional specialties such as mojito, rum, coffee, tequillas and cigars by representatives of the Corps Diplomatique of the Latin American and Caribbean countries Dominican Republic, Cuba, Ecuador, El Salvador and Mexico. Ingo Beer and DJ Endre Hoffmann provided musical high spirits.

Spotted among the guests H.E. Angela Mariana Vigliotta Mella, Ambassador Dominican Republic, Stefan Krenn and Alexandra Lindlbauer, Novomatic, Monika Racek, Admiral, Renate Altenhofer, European Brand Institute, Herbert Kovar, Deloitte Tax, Baybars Paul Leitenmüller, Leadersnet, Richard Mauerlechner, weekend Verlag, Altuntas, WBAF, André Felker, backbone.one, Aysegül Baykal, Schoellerbank, Gerald Ganzger and Anna Büchel, LGP lawyers, H.E. Bakhtiyor Ibragimov Ambassador Usbekistan, Charisma-Expert Sandra Soravia-Lepuschitz, Alexander Biach, Director SVS, Martin Heimhilcher, Spartenobmann Information & Consulting, Monica Rintersbacher CEO Leitbetriebe, the Ambassadors of Mexico, Cuba, El Salvador, Nicaragua, Belarus, as well as the UNIDO Manager, Farrukh Alimdjanov, and many more.