The Brand Excellence Circle (BEC)
The Brand Excellence Circle (BEC) was founded in 2015 as a joint initiative of BMW Group (Jennifer Treiber-Ruckenbrod) and University of St. Gallen (Institute for Customer Insight, Prof. Dr. Tomczak, Dr. Philipp Scharfenberger). The participants of the circle form a branding network and exchange information on the topics of branding, marketing, and future trends. In an open dialogue between science and practice, the aim is to learn from each other and to develop oneself further in the field of brand management. In addition to scientific impulses, the focus is on practical exchange. Numerous renowned brands form the network (including adidas, airbnb, BMW Group, Credit Suisse, Freitag, GoPro, Hermes Paris, Hilti, IBM, IKEA, Lange & Söhne, Leica, Lindt & Sprüngli, LinkedIn, Lufthansa, Nivea, Philip Morris, Red Bull, Telekom, Tempo, Uber, vitra, Wikimedia and Zalando). The BEC is held twice a year by, hosted one of the participating companies.