Guest lecture with Unilever

“Global Brands, Local Power” was the focus of the end-of-semester session in our guest lecture series “Praxisdialog”. Gerold Idinger, General Manager at Unilever Austria, provided fascinating insights into Unilever’s current marketing activities and demonstrated how global brands are successfully rooted in local markets.

“Global Brands”: 3.7 billion people use Unilever brands every day in over 185 countries worldwide. “Local Power”: Global brand values must be translated into national strategies and local activation campaigns in different countries. After all, brands are only authentic when they are culturally relevant and locally rooted. Especially in the age of social media, culture, community, and commerce are becoming increasingly important.

Thank you very much for the valuable insights, the practical knowledge shared with our students and of course the goodie bags!