AI & Consumer Insight

Labcom is proud to host and co-organize the 6th International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR), taking place at Università Cattolica del Sacro Cuore in Milan from July 16 to 18, 2025.

Founded by Professor TC Melewar, one of the leading voices in the field of corporate branding and identity, COBIIR has grown into a dynamic international platform for critical reflection on the intangible assets that shape contemporary organizations. This year’s edition is centered on the timely theme:

“Brand Purpose Under Pressure: Navigating Misinformation, Polarization, and Geopolitical Risk to Safeguard Corporate Identity, Image, and Reputation.”

In a world marked by increasing geopolitical instability, socio-political polarization, and digital misinformation, brand purpose has become more than a strategic tool, it’s a compass guiding corporate behavior and stakeholder engagement. The colloquium will explore brand purpose from multiple interdisciplinary angles, addressing both theoretical and practical implications for organizations today.

Highlights of the Programme:

Participants will have the opportunity to engage with papers and panels tackling purpose-driven branding from diverse perspectives, including:

  • Brands Under Fire: Misinformation, Crises, and the Quest for Authenticity

  • Trust in the Platform Age: Technology, Experience, and AI Mediation

  • Aligning Brand Identity: Narrative Consistency in a Fragmented World

Keynote Speakers:

Featured Events:

  • Panel Discussion:
    “Navigating the Storm: Safeguarding Brand Purpose in a Fractured World”

    • Elisa Rota, President & Founder, Alchemilla

    • Simonetta Schillaci, Executive Vice President, Fondo Filantropico Italiano

    • Sarah Vergani, Corporate Communication Manager, Università Cattolica del Sacro Cuore

  • Collaborative Session:
    “Purpose-Driven Academia: Collaborating for Educational and Community Transformation”

COBIIR 2025 offers an intellectually vibrant space where scholars and practitioners can discuss how organizations today can align their brand purpose with authentic action and stakeholder expectations. As the challenges of credibility, trust, and coherence grow more complex, so does the need for a meaningful dialogue across academic, corporate, and societal spheres.

We look forward to welcoming you to Milan for this important and timely conversation! 

Please check out COBIIR’s programme here: 6th International Colloquium on Corporate Branding, Identity, Image and Reputation

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