Corporate brand management strategies to strengthen Hockey Europe

Abstract

The limited investment before the pandemic means that Hockey Europe's reputation among stakeholders has the potential to be improved. Since then, collaboration has increased, and a strategy has been developed. This thesis has aimed to identify gaps between stakeholder perceptions and the desired Brand Positioning. Measures to address them have been proposed to support Hockey Europe in developing its organisational identity to enhance its reputation with relevant stakeholders. This improved reputation can support them in fulfilling their mission to protect and develop European club ice hockey.