Philipp Scharfenberger beim Brand Excellence Circle

Brand Excellence Circle (BEC)

The Brand Excellence Circle is a consortium of renowned brands that share best practices in brand management.

The Brand Excellence Circle (BEC) was founded in 2015 as a joint initiative by the University of St.Gallen (Institute for Marketing and Customer Insight, Prof. Dr. Dr. h.c. Torsten Tomczak) and the BMW Group (Jennifer Treiber-Ruckenbrod) under the direction of Dr. Daniel Dietrich and Dr. Philipp Scharfenberger. The participants of the Circle form an exclusive brand network and regularly exchange information on current developments around the topics of branding, marketing and future trends. In the open dialogue between science and practice, the aim is to learn from each other and to develop further with regard to brand management. In addition to scientific impulses, the focus is on practical and trusting exchange. Numerous well-known brands make up the network (including adidas, Airbnb, the BMW Group, Credit Suisse, FREITAG, GoPro, Hermès, Hilti, IKEA, Lange & Söhne, Leica, Lindt & Sprüngli, LinkedIn, Lufthansa, Mammut, NIVEA, Philip Morris International, Red Bull, RB Leipzig, Telekom, Tempo, 25hours Hotels, Uber, Vitra, Wikimedia and Zalando). The BEC is held twice a year by one of the participating companies.

If you are interested in participating in the next Brand Excellence Circle or if you have any further questions, please do not hesitate to contact Dr. Daniel Dietrich.

Porträt Daniel Dietrich


Dr. Daniel Dietrich
Senior Lecturer & Project Manager