Strategic Brand Management - Practical project with the Johanniter Foundation

As part of the master's project „Strategic Brand Management“ at the Technical University of Braunschweig, the St John Foundation a practice-orientated brand project was carried out. The aim is to systematically analyse the perception, positioning and future viability of the Johanniter brand and derive strategic recommendations for action.

The starting point is the central question of how the Johanniter brand is perceived by relevant stakeholder groups and how it can differentiate itself in the increasing competition for donations and volunteer work. Qualitative and quantitative methods are used (e.g. in-depth interviews, surveys along the brand funnel or communication analyses). The project combines scientifically sound methods with concrete practical relevance and contributes to the strategic development of one of Europe's largest non-profit organisations. The aim is to formulate evidence-based recommendations for effective brand management in the non-profit sector.