VIENNA - The United Nations Industrial Development Organization (UNIDO) and the European Brand Institute (EBI) held its 18th Brand Global Summit at the Vienna International Centre and online. This year, the Brand Global Summit “In Brands we Trust” gathered participants from the public and private sector to discuss new development models that includes intangible assets, such as brands and intellectual property (IP).

The Summit explored intangibles-based approaches (how to measure the value of intangibles such as brands and IP) to help achieve the 2030 Agenda and its 17 Sustainable Development Goals (SDGs).

Highlighting the role of intangible assets in fostering trust, the discussions benefited from the insights of leading branding experts and high-level representatives from governments, the private sector, academia, and international organizations. Participants included representatives from the Heineken Group, Deloitte, Vienna Chamber of Commerce and Industry, Securities and Futures Commission of Hong Kong, Erasmus X & Erasmus Centre for Entrepreneurship, Refinitiv, amongst others.

“The Brand Global Summit shows how paradigm change associated with brands and intellectual property can accelerate economic performance and competitiveness. We hope that the Summit will serve as a huge motivation to accelerate the shift to more innovative and intellectual value-added practices at the regional, national and international level”, noted Gerd Müller, Director General of UNIDO in his opening remarks.

“Brands provide orientation to communities and businesses, convey values, create experiences and contribute to well-being. They are essential for innovation, employment generation, increased efficiency and are indeed drivers of sustainable competitiveness even in the most uncertain times. Sustainable brand management creates trust based on long-term reputation-building and communication and are therefore more resilient in times of crisis”, said Gerhard Hrebicek, President of the European Brand Institute, in his opening remarks.

UNIDO and EBI continue to coordinate efforts to provide tailored technical assistance to small- and medium-sized enterprises and industries, drawing on an extensive set of expertise and experience accumulated from its joint programme, “Branding for competitiveness and sustainable growth ”. The Summit featured best practice examples derived from UNIDO projects implemented in Armenia, India, Indonesia, Tajikistan and Tunisia.

To assist project beneficiaries to build resilience and foster trust, UNIDO and EBI will further expand their project portfolio on branding to support innovative approaches to direct post-crisis recovery.

For more information on the Brand Global Summit 2022, click here. 

To view the Brand Global Summit 2022 livestream recording on YouTube, click here.

For further information, please contact:

Farrukh Alimdjanov, Industrial Development Officer, UNIDO Division of Digital Transformation and Artificial Intelligence Strategies

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