Vienna, 22 October 2024 - The 20th Anniversary Edition of the Brand Global Summit 2024, themed "Brands for Life”, marked more than five years of collaboration between UNIDO and the European Brand Institute (EBI). Since 2019, the two organizations have cooperated to facilitate large-scale public-private dialogue and raise awareness of the benefits of intangible assets, such as branding and intellectual property (IP).

Held at the Vienna International Center and broadcast on YouTube, the summit provided a platform for leading international experts to discuss how effective brand and IP management can boost economic performance, foster innovation, and promote inclusivity and sustainable development. It underscored the synergy between branding and emerging frontier technologies, such as AI, as well as the critical need for social and environmental responsibility, gender mainstreaming, and enhanced economic resilience, all aligned with the UN Sustainable Development Goals.

In his opening remarks, Ciyong Zou, Deputy to the Director General and Managing Director, emphasized UNIDO’s commitment to strengthening the branding and digital capabilities of its Member States: “By leveraging our experts’ guidance on brand development, marketing strategies, and digital technology adoption, SMEs and regions can position themselves for long-term success in the global market. Digital transformation enhances operational efficiency and sustainability.  Through automation and data analytics, businesses can optimize production processes, reduce costs, and minimize their environmental impact”.

Gerhard Hrebicek, President of the European Brand Institute, elaborated on this year’s motto, "Brands for Life”, which encompasses dual meanings: “It conveys a brand's purpose and signifies its commitment to sustainability and long-term consumer relationships. This motto highlights the necessity of creating brands that remain relevant and meaningful while positively contributing to society, sustaining consumer loyalty, and adapting to evolving needs. Ultimately, "Brands for Life" captures the responsibility of companies to develop brands that are both successful and profitable, as well as impactful and enduring in creating value to consumers”.

In 2024, UNIDO and EBI advanced their five-year partnership by launching a technical assistance project in China focused on rural revitalization and economic diversification in Bama County. This initiative supports innovative industrial upgrading and the global branding of health industry value chains. Drawing on several years of refining a results-oriented approach for impactful brand and intellectual property management, this project addresses specific challenges faced by SMEs in emerging economies. Many businesses aim to expand their use of umbrella branding and strengthen IP protection while overcoming barriers to international market access. UNIDO and EBI provide a step-by-step approach designed to unlock the full potential of these businesses in driving innovation, competitiveness and efficiency in the digital era. These initiatives are part of the collaborative "Branding for Competitiveness and Sustainable Growth" service module, which has achieved impressive results across regions, including Eastern Europe, Central Asia, Southeast Asia, Africa, Latin America and the MENA region.

See the Brand Annual Magazine

For more information, please contact:
Farrukh Alimdjanov,

Industrial Development Officer

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