Making branding work for sustainable development

Making branding work for sustainable development

VIENNA, 10 April 2019 – The United Nations Industrial Development Organization (UNIDO), in cooperation with the European Brand Institute (EBI), today held the 15th iconvienna – Brand Global Summit, which was dedicated to exploring the potential of branding as a tool for sustainable development. The event brought together 300 participants including top decision-makers from politics, business, science, international organizations and diplomacy, as well as representatives of regions from more than 30 countries, to share knowledge and experiences for accelerating development through the branding of products and services.

"This year’s motto, “Brands create prosperity”, highlights the impact of brands today and even more in the future. Brands – if proactively managed and measured – create value for companies and associations, cities, regions and national economies. Integrated Brand Management results in increased competitiveness, innovation and sustainable development, contributing to the SDGs,” said EBI President Gerhard Hrebicek.

Philippe Scholtès, UNIDO’s Managing Director of Programme Development and Technical Cooperation, noted that UNIDO incorporates the perspective of developing countries into partnerships with the private sector and other partners, including the dimension of branding as a tool to advance the development of manufacturing industries.

“Branding is one of the pressing concerns to strengthen the competitiveness of enterprises, ahead of such factors as cost, value chain optimization across countries and others,” Scholtès said.

Speakers representing diverse brands such as Alibaba Cloud, Coca-Cola Austria, Deloitte Austria, Novomatic AG, ÖBB Infra AG, Siemens and Uber discussed the importance of branding for supporting businesses resilience to external shocks; adding value to products and services; improving competitiveness of cities and regions; and increasing exports and market access.

They also touched upon the importance of creating linkages between branding – including city and region branding – innovation and creativity in the tourism industry to foster sustainable development and scale up businesses.

UNIDO and EBI are cooperating with the aim of enhancing the competitiveness of manufacturing SMEs and their networks through brand creation.

The event provided an opportunity for UNIDO to present its new innovative technical service, “Branding for Competitiveness and Sustainable Growth”, which will materialize cooperation with EBI. The approach has already supported a number of successful brands that were presented at the event, including the carpets and home textiles brand from Tajikistan, “LA’AL Textiles”, which contributed to competitiveness of carpet weaving and home textile industries and women’s  empowerment; the Armenian brand “5900BC”, which provided access to new external markets for high-fashion garments and shoes; and the “Delicious Montenegro” umbrella brand which enhanced small local food producers’ access to the tourism industry.

Take a look at the event's Flickr album here.

For more information, please contact:

Farrukh Alimdjanov

Industrial Development Officer

UNIDO Department of Trade, Investment and Innovation