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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.

Please find below the Call for Papers for the Brand Camp 5. You can also download the Call for Papers here.

The Brand Research Laboratory thanks the Office of the Vice Rector for Research for the financial support of this conference.



Brand Camp 5 

March 31st to April 2nd 2022 at the Obergurgl University Center, Tyrol, Austria  


 Hosted by the 

University of Innsbruck Faculty of Business and Management – Brand Research Laboratory






Submission Deadline: October 1st, 2021


Brand Camp Chairs:

Andrea Hemetsberger, University of Innsbruck

Jonathan David Schöps, University of Innsbruck

Reinhard Grohs, Seeburg Castle University




Conference e-mail:





The University of Innsbruck Brand Research Laboratory at the Department of Strategic Management, Marketing & Tourism invites brand researchers to participate in the 5th 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 including presentations, discussions, fireside talks, 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 (digital) branding research
  • Novel approaches and research methods (i.e. digital 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. We welcome researchers at any career stage, from PhD students to senior 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 an advanced or developed stage dealing with substantive, methodological, or theoretical branding and consumer research topics. 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 a table summarizing the findings. Competitive paper presentation slots will be 40 minutes per paper (20 minutes presentation, 20 minutes discussion).


  1. 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 with them to a 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, 2021. Authors submit their abstracts to The submitted documents 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 December 1st, 2021.




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)


270 Euro

Accommodation (including breakfast and


154 Euro per person/night in a single room


110 Euro per person/night in a double room



Submission deadline

October 1st , 2021

Notification of acceptance

December 1st, 2021


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


March 31st to April 2nd, 2022


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


We are looking forward to climbing the peaks of branding with

you - once again!


 Andrea Hemetsberger

Jonathan David Schöps

Reinhard Grohs

Brand Camp Chairs



See you in Obergurgl!

Past Brand Camps



 image Academic conference at the Universitätszentrum Obergurgl
5th - 7th April 2018


> see photos





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

see video

see photos




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


see video

see photos




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



see photos




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