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Every other year, the Brand Research Laboratory invites 35 academic colleagues for a 2 1/2 day "Brand Camp." It is organized as a dynamic conference in which participants spontaneously compose the conference program according to the interests of the audience. The Brand Camp provides an excellent opportunity to exchange branding insights, reflect on current developments, and discuss research ideas, new approaches and findings in the most flexible format.

You can find the Call for Papers for Brand Camp 4 here.


Brand Camp 4

April 5th to 7th 2018 at the Obergurgl University Center, Austria



Hosted by the

University of Innsbruck School of Management – Brand Research Laboratory






Submission Deadline: October 1st, 2017


Brand Camp Chairs:

Andrea Hemetsberger, LFU School of Management, University of Innsbruck

Verena Wieser, LFU School of Management, University of Innsbruck

Reinhard Grohs, Seeburg Castle University

Conference email:




The University of Innsbruck School of Management – Brand Research Laboratory invites brand researchers to participate in the 4th Brand Camp in the Austrian ski resort of Obergurgl.

The Brand Camp is a 2-day-conference to which participants bring a research project or an inspiring idea for intensive discussion and joint development. The workshop-like character comprising of presentations, discussions, fire-side talks, and social events, and the location in the picturesque Austrian Alps make the Brand Camp an extraordinary conference experience.

The Brand Camp offers the opportunity to share branding insights, to learn about current developments, to work with like‐minded colleagues, and to develop ideas and projects that shape future branding and consumer research. Topics of interest include, for example:

  • New (not yet fully developed) branding concepts
  • Thought provoking branding questions
  • Reflections on puzzling branding phenomena and brand-related consumer behavior
  • Future directions for branding research
  • Novel approaches and research methods in branding
  • Quantitative, qualitative, and mixed methods research is welcome

The Brand Camp is conceptualized as a workshop, rather than a conference. Besides competitive paper sessions and spotlight sessions, there will be time to socialize and discuss research interests with fellow researchers. Based on submitted and invited contributions, participants will compose the conference program directly at the Brand Camp.




     1. Brand Camp Talk (competitive paper discussion format)

The Brand Camp invites branding research in advanced or developed stage dealing with substantive, methodological, or theoretical branding and consumer research issues. Authors submit an extended abstract of maximum two pages (excluding references, 12-point Times New Roman, 1-inch margins). The extended abstract includes a brief introduction outlining the relevance of the research and how it contributes to current knowledge, a short description of the studies and data, a brief general discussion, and three to five topic area codes. Papers may contain up to one table summarizing the findings. Competitive paper presentation slots will be 40 minutes per paper (20 minutes presentation, 20 minutes discussion).


     2. Brand Camp Spotlights (roundtable discussion format)

The spotlight session offers researchers the opportunity to “pitch” their research ideas and to work on specific challenges and questions relevant to the respective stage of research. Brand Camp Spotlights have a developmental character, that is, researchers bring initial ideas, case studies, conceptual papers, or topic areas to the round table. Authors submit a one-pager (excluding references, 12-point Times New Roman, 1-inch margins) including a brief summary of their research topic and idea, questions to the Brand Camp audience, and three to five topic area codes. The presenting format of this session is poster-based. Duration is planned with 90 minutes for two to three related topics.



The submission deadline for both brand camp talks and brand camp spotlights is October 1st, 2017. Authors submit their papers to The paper should not identify the author(s) or their affiliations.



A committee of Brand Lab researchers and affiliated researchers will review the submissions based on their potential to spark interest and inspire brand researchers at the conference. Decisions will be announced by November 15th, 2017.




Obergurgl offers one of the most stunning mountain sceneries in the world and is a prime destination for winter sports in Austria. The Brand Camp takes place at the Obergurgl University Center at an altitude of 1930 meters above sea level, just a few steps away from ski lifts and slopes ( The facility provides a unique and inspiring atmosphere for generating fresh ideas, developing new projects, and fostering intellectual exchange with academic colleagues.


Conference fee (including all other meals, transport ex Innsbruck and social program)

250 Euro


Accommodation (including breakfast and dinner)

131 Euro per person/night in a single room

97 Euro per person/night in a double room



Submission deadline                                               October 1st, 2017

Notification of acceptance                                     November 15th, 2017

Registration                                                               Tba. Please make sure to register in advance, there will be no on site registration

Conference                                                                April 5th to 7th, 2018


For further questions do not hesitate to contact our Brand Lab (


We are looking forward to climbing the peaks of branding with you!


Andrea Hemetsberger

Verena Wieser

Reinhard Grohs

Brand Camp Chairs


See you in Obergurgl!


Past Brand Camps




Academic conference at the Universitätszentrum Obergurgl
20th January- 22nd March 2015

see video

> see blog post

see photos


Academic conference at the Universitätszentrum Obergurgl
27th January- 29th January 2013

see video

> see blog post

see photos

 image Academic conference at the Universitätszentrum Obergurgl
27th Feb. - 2nd March 2011

see blog post

see photos