Blickpunkt Wirtschaft 063
Taking a position: Brand management in a state of constant change
Wednesday, 04. März 2026 |
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| 19:00 - 20:15 Uhr | |
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FHV, Building W, Room W211/12 |
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What can you expect?
In an environment where change and uncertainty have become the norm, both companies and customers are seeking orientation and stability. But what do we hold on to when markets, technologies and societal expectations are changing at pace? The answer lies in a strong brand that serves as a compass: it provides direction, shapes identity and anchors values — both internally and externally. Using Hilti as an example, this paper explores how successful companies manage to stay true to their principles while continuing to grow economically — or precisely because they do so. They live their values consistently, make strategic decisions with long-term vision, and ensure that every interaction with customers and employees becomes a genuine brand experience.
Speaker:
Alexander Boesch began his career with a degree in International Business Administration from the University of Innsbruck and the University of Tampere Business School. Alongside his early professional roles at Hilti in Austria — initially as an Account Manager and later as Channel Manager and Area Sales Manager — he further deepened his expertise through executive education at the University of St Gallen in the field of employer branding, as well as at IMD in Lausanne, focusing on digital disruption and change management. Over the course of his career, Alexander Boesch progressively assumed global leadership roles in strategic marketing at Hilti AG in Liechtenstein, including Senior Brand Consultant, Head of Marketing Communications Project Management, and Head of Global Retail. Today, as Head of Global Brand Management & Brand Design and Chief Product Owner Brand, he is responsible for the global brand strategy of the Hilti Group. In addition, he regularly shares his extensive experience and expertise as a keynote speaker and panellist at industry events.
Agenda
| 07:00 PM | Welcome |
| 07:10 PM |
Lecture |
| 07:55 PM | Q & A |
| 08:15 PM | Get-together |
Event language
German
Audience
All interested parties are cordially invited to attend.
Travel and participation
Participation in the event is free of charge. Registration is required. Please click here to register.
The FHV is easily accessible by public transport. We recommend using public transport to get there.
- It is approximately a 20-minute walk from Dornbirn railway station.
- By train: Dornbirn Hauptbahnhof station
- By bus: Sägerbrücke/Campus V stop
Details about the event series
Our event series Blickpunkt Wirtschaft (Focus on Business) is aimed at members of the public with an interest in economics. Our goal is to raise awareness of the FHV's activities in the field of economics, its cooperation with companies in the region and its business studies programmes. We offer free lectures on current economic and socially relevant topics approximately four times a year. After the lectures, there is an opportunity for discussion and exchange.
The FHV is committed to sustainable event culture. This event is organised in accordance with the criteria of ‘ghörig feschta’ and takes appropriate measures and practices into account.
