FAQ

The Global Brand Conference (GBC) 2027 is the 20th anniversary edition of one of the world’s leading academic conferences dedicated to branding, brand identity, and corporate reputation research. The conference brings together international scholars, doctoral researchers, and practitioners to discuss the latest developments, challenges, and opportunities in branding research and practice.

Organized in partnership with the Academy of Marketing Brand Identity and Corporate Reputation Special Interest Group (SIG), GBC 2027 provides a platform for presenting cutting-edge research, exchanging ideas, and building international collaborations.

GBC 2027 will take place from 12–14 May 2027 in Mainz, Germany.

The conference is hosted by Mainz University of Applied Sciences, located in the heart of one of Germany’s most historic and vibrant cities. Mainz offers excellent international accessibility and provides an inspiring setting for academic exchange and networking.

GBC 2027 celebrates the conference’s 20th anniversary and invites participants to reflect on the evolution of branding while exploring future directions for brand research and practice.

The conference welcomes contributions that advance understanding of brands in a rapidly changing environment shaped by technological innovation, societal transformation, sustainability challenges, and evolving stakeholder expectations.

Researchers are encouraged to submit work that contributes to both established and emerging areas of branding scholarship.

GBC 2027 welcomes submissions across the broad field of branding and corporate reputation. Relevant topics include, but are not limited to:

• Brand management and strategy
• Brand identity and positioning
• Corporate branding
• Brand communication and storytelling
• Consumer-brand relationships
• Brand communities and engagement
• Brand experience and customer journeys
• Digital branding and social media
• Employer branding
• Place, destination, and nation branding
• Luxury branding
• Brand measurement and valuation
• Corporate reputation and stakeholder management
• Sustainability and responsible branding
• Brand innovation and transformation
• Branding in emerging technologies and digital environments

Interdisciplinary and innovative research approaches are particularly encouraged.

Yes. GBC 2027 actively welcomes research that explores emerging challenges and opportunities in branding.

Examples of suitable topics include:

• Artificial Intelligence and branding
• Generative AI and brand communication
• Human-AI interactions and brand perception
• Brand authenticity in digital environments
• Sustainable branding and ESG communication
• Purpose-driven brands
• Stakeholder engagement and brand co-creation
• Consumer participation in brand development
• Digital communities and collaborative branding
• Ethical implications of AI in branding
• Trust, transparency, and reputation management

Researchers working at the intersection of branding and new technologies are especially encouraged to submit their work.

Submissions are welcome from:

• Academic researchers
• University faculty members
• Doctoral and postgraduate students
• Early-career researchers
• Industry practitioners with a research focus
• Interdisciplinary scholars whose work relates to branding or reputation

The conference welcomes contributions from all regions of the world and encourages participation from both established and emerging scholars.

The submission timeline for GBC 2027 is as follows:

• Submission system opens: 3 August 2026
• Extended abstract submission deadline: 8 November 2026
• Notification of acceptance: Early January 2027
• Early-bird registration opens: 1 March 2027
• Conference dates: 12–14 May 2027

Authors are encouraged to submit well before the deadline to avoid last-minute technical issues.

Authors are required to submit an extended abstract that clearly presents the research project, including:

• Research objectives and background
• Relevant literature and theoretical foundations
• Research questions or hypotheses
• Methodology
• Findings (for completed studies) or expected contributions (for work in progress)
• Theoretical and managerial implications

Authors should carefully follow the formatting and submission guidelines provided on the conference website. All submissions will undergo a peer-review process.

Competitive Sessions are intended for completed or near-completed research projects with well-developed theoretical foundations, methodology, and findings.

Papers accepted to Competitive Sessions are expected to make a significant contribution to branding knowledge and will be evaluated based on originality, rigor, and relevance.

Development Sessions are designed for research that is still being developed, including doctoral work, early-stage projects, conceptual papers, or studies in progress.

These sessions provide authors with constructive feedback from experienced scholars and offer valuable opportunities for discussion and refinement before journal submission.

Yes. GBC 2027 will be associated with a Special Issue opportunity for selected conference contributions.

Authors of high-quality papers may be invited to develop and submit extended versions of their work for consideration in the Special Issue. Details regarding participating journals, submission requirements, and timelines will be announced on the conference website as they become available.

Researchers interested in publication opportunities are encouraged to monitor conference updates regularly.