Christoph Engl is a lawyer with an unusual career path: after working for various employers’ associations in South Tyrol, he became director of the region’s restaurateurs’ association, which has 5,000 members. In 2001, he was appointed Director of South Tyrol Marketing (SMG), where he was able to effectively combine his knowledge gained from working with and for associations and interest groups with the topic of brand management. In this role, he played a leading part in introducing the umbrella brand South Tyrol. The umbrella-brand system for South Tyrol that he promoted—recognized and supported by tourism businesses, the wider economy, and politics—is considered an international reference project for successfully conceived and implemented destination branding. During his 12 years at South Tyrol Marketing, the image and attractiveness of the destination were strengthened significantly. For more than five years, he served as Managing Director of Brand-Trust GmbH, a management consultancy specializing in brand strategies, in Nuremberg/Zurich/Vienna; in that role, he equipped many clients across various industries with the tools of excellent brand management. Since 2018, Christoph Engl has been CEO of the internationally active Oberalp Group AG, headquartered in Bolzano, which focuses on developing “business-class” sports brands. The brand house has a portfolio of 15 brands and, with its six mountain-sports brands that it owns, is the world’s largest mountain-sports brand house.