Fresh perspectives on brand management

The 14th Global Brand Conference, ‘Start-ups, Art and Creativity – Fresh Perspectives on Brands’, took place from 8–10 May 2019 in Berlin. This annual conference of the SIG ‘Brand Identity and Corporate Reputation’ of the Academy of Marketing has become the most important scientific conference worldwide on the topic of brands. 193 people from 23 countries covering all 5 continents took part in the two-and-a-half-day conference, with around 80 double-blind reviewed papers overseen by 78 reviewers (acceptance rate: 72%), being presented and discussed. As local organisers, we wanted to take the conference further and take on a ‘fresh’ approach. Renewal and innovation relate to three areas in particular: (1) fresh topics, (2) fresh methods, (3) fresh practice-science-exchange.