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.

The study was divided into three main parts: a literature review, an analysis, and a discussion. The literature review provided the theoretical foundation, focusing on brand and reputation management. A comprehensive analysis of Hockey Europe followed, guided by insights from stakeholder interviews and extensive research. The study focused on finding discrepancies between the stakeholder's perception of the brand and the desired Brand Positioning. The thesis also drew from successful strategies employed by similar associations to provide actionable recommendations for Hockey Europe.

The thesis has provided a thorough analysis of Hockey Europe, examined its strategy, captured the perceptions of stakeholders, and set it in comparison to Brand Positioning. While the stakeholders largely perceived Hockey Europe as in alignment with its Brand Positioning, acknowledging its value and positive development, certain gaps and challenges have been identified. Some stakeholders find it difficult to understand the unique value proposition of Hockey Europe compared to the E.H.C. Alliance. Furthermore, Hockey Europe's limited visibility and brand awareness are areas of concern. Negative dynamics were discovered around the ongoing discussions regarding the desired IIHF Congress vote for Hockey Europe. The thesis suggested four measures to close these gaps, emphasising differentiation, content strategy, inclusivity, and a democratic approach towards data. The findings have significant implications for Hockey Europe's future strategic direction, offering insights and recommendations to enhance its reputation and alignment with stakeholder expectations.