The Conference took place in Karlsruhe, Germany, on Thursday 15th and Friday 16th of September, 2011.
On Wednesday 14th of September a Pre-Conference Day was held especially for students.
The Conference programme included speeches and paper sessions on Thursday and an Open Space workshop to discuss and develop the theme on Friday.
The Conference was organized by Karlshochschule International University.
The main objective of the Conference (Pre-Conference Day, two-day Conference with Open Space, an innovative method for the moderation of large groups) was to illuminate the explorative and applied status quo of brand and space, to discuss the latest findings of research and practice and to provide the participants from home and abroad with a platform for interdisciplinary exchange. Especially the Open Space workshop was intended to interactively and cooperatively develop new ideas concerning the view on brands and brand management in space. The Open Space was accompanied by moderators with relevant experience and their respective teams, who also ensured the infrastructural prerequisites, in particular the documentation.