The new brand positioning for Braunschweig Research Airport extends the location’s horizons beyond research and aviation.
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Braunschweig Research Airport is located in the centre of Europe’s most research-intensive region. Due to its proximity to Braunschweig-Wolfsburg Airport, the focus was originally set on aviation, but today the stakeholders from over 40 companies at the site are researching and developing all forms and aspects of mobility – from batteries to space probes. This development in the brand positioning was highlighted through the brand process with EMBASSY.
To refine the brand process, we conducted a strategy workshop on site with the involvement of the stakeholders. The shared motivation of these stakeholders is also what defines the identity of the research airport: an unrivalled density of both infrastructure and expertise for the further development of mobility, with international relevance.
»Shaping our mobile futures« is the brand essence that summarises this range of strengths. All forms of transport will change and interconnect in order to transport us in the future. Thus, the focus is always on the future.
The name »Research Airport« is retained and supplemented by the slogan. This also signals that the location is far ahead of the competition of small regional airports, which are also trying to position themselves as business parks for research and development.
Braunschweig Research Airport offers researchers and investors more points of contact for the active, joint creation of not just one, but numerous possible futures – futures for mobility and futures that are mobile.
The research airport already operates in an international environment. As a logical consequence, it not only presents itself with an English-language message, but is also establishing »Research Airport Braunschweig« as its primary brand name in the long term.
