<p>與許多其他行業一樣，由協會和俱樂部進行的體育權利行銷也面臨著類似的挑戰。年輕目標群體的消費者行為的變化以及時間和注意力的競爭意味著現有內容和模式的巨大變化，以便將來也能夠提供有價值的服務。 一個例子是遊戲，尤其是電子競技的興起和重要性。 在這種情況下，問題不在於協會或俱樂部是否應面對該主題，而在於辯論的形式或如何將體育/足球整合到受遊戲社區影響的現有生態系統中。</p><p>&nbsp;</p><p>演講者簡介：霍爾格·默克是德國足協的戰略行銷高級主管，並在德國足協DFB負責品牌管理和產品管理。品牌管理包括所有DFB品牌，例如德國國家足球隊DIE MANNSCHAFT和德國足協杯DFB Cup，以及德國足球第三聯賽3rd League和FUSSBALL.de網站，德國業餘足球的數字之家。 產品管理包括媒體權、贊助、紀念品銷售和許可權以及票務和酒店餐飲領域中現有和潛在業務領域的開發。在2017年底擔任這一職位之前，他負責德國足協DFB的紀念品銷售和許可權業務。他之前在漢堡足球俱樂部擔任過類似職位。 霍爾格·默克在美因茨應用科技大學完成了工商管理傳播管理學習。他曾在保時捷公司、德國電視網絡公司以及廣告公司實習。

<p style="margin-top:5px;margin-right:0;margin-bottom:5px;margin-left:0"><span style=";font-family:Calibri;font-size:16px"><span style="font-family:宋体">數位化從根本上對品牌整體外觀和品牌元素定義提出挑戰。傳統的由企業形象書規定了徽標排版保護區域到多少毫米距離的時代已經過去了，因為它們不能為當今的問題和挑戰提供足夠的答案。如今，品牌以多種管道出現</span>-<span style="font-family:宋体">越來越多的數位化。這也改變了品牌管理的任務和功能。品牌經理以前是企業形象設計員警，要求員工遵守企業形象設計規則，現在為員工提供對品牌有用的工具。如今，不再通過強制統一和專注於其徽標來實現品牌認可，而是通過支持各自功能的生動一致性來實現，特別是在數字應用中。在這種背景下，品牌及其外觀必須具有適應性和靈活性。

<p style="margin-top:5px;margin-right:0;margin-bottom:5px;margin-left:0"><span style=";font-family:Calibri;font-size:16px"><span style="font-family:宋体">演讲者简介：斯薇娅</span>·<span style="font-family:宋体">巴雷多年来一直在</span><span style="font-family:Calibri">BVG</span><span style="font-family:宋体">担任营销主管，自</span><span style="font-family:Calibri">2016</span><span style="font-family:宋体">年以来一直负责广告业务。

<p style="margin-top:5px;margin-right:0;margin-bottom:5px;margin-left:0"><span style=";font-family:Calibri;font-size:16px">2008<span style="font-family:宋体">年起戈登</span><span style="font-family:Calibri">·</span><span style="font-family:宋体">瓦格納（</span><span style="font-family:Calibri">Gorden Wagener</span><span style="font-family:宋体">）擔任戴姆勒首席設計官一職。

<div class="text en" style="box-sizing: border-box; outline: 0px; color: rgb(49, 48, 48); font-family: &quot;Helvetica Neue&quot;, pf_dintext_proregular, &quot;Microsoft Yahei&quot;, &quot;Hiragino Sans GB&quot;, Helvetica, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><p>The forum was jointly hosted by the German Design Council and China&#39;s Dongdao Brand Creative Group.</p></div><div><p>Some of the most important players in the industry were invited to make speeches and share t

<div class="text en" style="box-sizing: border-box; outline: 0px; color: rgb(49, 48, 48); font-family: &quot;Helvetica Neue&quot;, pf_dintext_proregular, &quot;Microsoft Yahei&quot;, &quot;Hiragino Sans GB&quot;, Helvetica, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><p>The forum was jointly hosted by the German Design Council and China&#39;s Dongdao Brand Creative Group.</p></div><div><p>Some of the most important players in the industry were invited to make speeches and share t

<p>This year&#39;s &#39;Interior Designers of the Year&#39; award went to the designer duo Lyndon Neri and Rossana Hu, who have been creating spectacular projects with their Neri&amp;Hu Design and Research Office for many years, ranging from architecture in space to furniture design.

<div class="news-text-wrap" style="box-sizing: border-box; color: rgb(85, 85, 85); font-family: &quot;Helvetica Neue&quot;, Helvetica, Arial, sans-serif; font-size: 14px; white-space: normal; background-color: rgb(255, 255, 255);"><p>In the wake of fat bikes and pedelecs, urban, cyclocross and gravel are currently picking up speed in the bicycle industry – a development that proves beyond a doubt that the industry is in a far better position to reinvent the wheel then one might think.

<p>With the Bicycle Brand Contest 2018, the German Design Council honours the bicycle industry&#39;s innovative achievements in product and communication design. The advancement of the e-bike’s aesthetics and functionality is especially evident from the winners of this year&#39;s award.</p><p>&nbsp;</p><p>Winners showcase the spirit of progress</p><p>Biomega, a company that has sought to bring about a paradigm shift in urban mobility since it was founded in 1998, was named &quot;Brand of the Year&quot;.

<div style="box-sizing: border-box; color: rgb(85, 85, 85); font-family: &quot;Helvetica Neue&quot;, Helvetica, Arial, sans-serif; font-size: 14px; white-space: normal; background-color: rgb(255, 255, 255);"><p>Attractive designs, optimal technology and a strong brand are crucial to contemporary mobility. At the same time, customer needs must be met, whether these involve technical innovation, luxurious features, sophisticated accessories or sustainably manufactured products.