Day of Brand Economy | Brands Inspire Courage

“What brands deliver is what the world sees of Germany.” — Federal Chancellor Friedrich Merz

The AXICA at Pariser Platz 3 once again became the vibrant centre where politics, business and society entered into dialogue. Our aim at AXICA is not merely to accompany change but to shape it — a goal reflected in the fusion of organic forms with clear structures. It is a place that gives courage.

On 9 October 2025, the Markenverband e.V. used this setting of architecture, encounter, sustainability and future-orientation to host the very first “Day of Brand Economy”. Over 500 participants followed the invitation to Berlin. The Day was more than a conference — it was a forum for ideas, exchange and confidence. Thus it comes as no surprise that the theme of the conference was “Brands Give Courage”. The industry is confident that the economic transformation can succeed.

For our colleague David Bauer, it was particularly exciting to realise this event at AXICA, because it addressed topics that are very much at the pulse of time and moving many people across the country. Alongside the conference there was a large accompanying exhibition and many opportunities for active networking.

Alongside Federal Chancellor Merz, Digital Minister Dr Karsten Wildberger and Dr Franziska Brantner, co-chair of Bündnis 90/Die Grünen, found clear words on Germany as a business location. With its central location at the Brandenburg Gate, AXICA offers an unbeatable locational advantage: short paths for decision-makers, media, experts and visitors alike.

Thus, the “Day of Brand Economy” quite literally became a place of encounter — both content-wise and spatially — firmly anchored in the heart of Berlin.