In today’s fast-changing global market, brands often face a key challenge: how to expand into new markets without losing the values and identity that define them. This event hosted by the University of Manchester China Centre brings together cross-border brand strategist David Ries and media and branding expert Joey Zhao to discuss how European brands can succeed in China, and how Chinese brands can expand globally while staying rooted in their origins. Through real-world cases and hands-on experience across industries, including FMCG, automotive, fashion, and digital platforms, the speakers will share insights into market entry, brand positioning, and cross-cultural communication, as well as how content and technology are reshaping global branding today. The session will also include a short introduction to the Manchester Global Part-time MBA program and networking opportunities with alumni and industry professionals. The event runs from 18:30 to 20:40, starting with registration and networking, followed by a keynote, panel discussion, Q&A, and closing session. After registration, a confirmation email will be sent before 25 May.