The following applies to all companies: employees and trade fair appearances shape their own brand and give it an unmistakable brand characteristic. They give it a lively profile - both externally and internally! This also has a demonstrably positive impact on profits. The "5th B2B Brand Conference" on November 30, 2010 at the Vogel Convention Center in Würzburg will explain the central influencing factors for brand and market success in B2B communication:

- Employees as brand ambassadors

- Trade fairs as tangible brand worlds

- Brand personality as a measuring instrument



The behavior of sales and service employees has a significant influence on brand perception and preference formation among customers. At trade fairs, brand worlds that can be experienced live complement the brand-compliant appearance of the company. The particular importance of trade fairs is also reflected in the fact that almost half of the B2B marketing budget is now invested in trade fair appearances. Professional internal brand management and trade fair appearances are therefore imperative!



Five success stories illustrate how brands can be anchored internally and lived by employees in their daily work:



- Deutsche Telekom (business customer segment)

- Cirquent (IT systems)

- DATEV (software solutions)

- Fein (power tools)

- Meyer & Meyer (fashion logistics)



With "B2B brand personality" and "brand appearances at trade fairs", two central success factors of B2B brand management will also be examined in detail. Karsten Kilian (Markenlexikon.com) will moderate the "5th B2B Brand Conference" and the panel discussions with industry experts. The early bird rate applies until July 31, 2010. Information at www.markenkonferenz.de.



The B2B Brand Conference is an event organized by Vogel Business Media. Every year in the fall, marketing and advertising experts discuss strategically oriented B2B brand management in Würzburg. Speakers are highly specialized experts from German industry and their advertising agencies. The parent company Vogel Business Media is one of the leading German specialist information providers with around 100 trade journals and 60 websites as well as numerous international activities with the pillars Print - Online - Events - Services. The head office is in Würzburg.