Brand Academy Kicks Off New Practice Transfer Project with William Grant & Sons Distillers Ltd.

As a University of Applied Sciences, Brand Academy is all about putting theory in practice. Accordingly, practical projects in cooperation with upcoming or already famous brands are important milestones in every curriculum.

Still, each Practice Transfer Project (PTP) conducted in the 4th term of our International Brand Management Master’s programme is something very special, not least due its intensity. Over the course of a mere 6 to 8 weeks, the students have to solve nothing less than a brand’s real-life problem.

For this iteration of the PTP, Brand Academy was able to win William Grant & Sons Distillers Ltd. as a partner. The project officially started with a kick-off meeting at Brand Academy. Mr Florian Mayer, Senior Marketing Manager Northern Europe took the opportunity to introduce Glenfiddich, one of the world’s best-selling and most frequently honoured whiskies. The task at hand: Fostering its luxury image in Germany even further.

The two Master’s students working on the task, Stefanie Stratman and Kai Krakat, will certainly prove they are up to the challenge. Their ideas, covering from conceptualization to implementation, will be presented in front of the company’s marketing department.