Daisy Hoops Explores Strategic Branding

Branding is central to the strategic management and advancement of any business or nongovernmental organization. AUP’s MSc in Strategic Brand Management is designed to prepare you for this world of branding.

What made you want to study strategic brand management?

I was attracted to being part of something new; being in the first cohort was especially exciting to me. Marketing and communications are such big parts of the workforce right now, but being able to bring in that management aspect has been so powerful. AUP seemed like a great fit. Studying here has taught me how to take my real-world branding experience and apply it to my own projects. I’m excited to see where it takes me in my career.

Why is Paris a great place to study these topics? 

Paris is one of the most diverse big cities in Europe. There’s so much potential here; and AUP is right in the middle of it all in the 7th arrondissement. It sets you up for success in so many ways. I’ve met people through my program who are the CEOs of great companies. If your dream is to work with some of the world’s biggest brands, Paris really can make that dream come true. On top of that, studying at AUP exposes you for international living, which is another invaluable benefit.  

MSc in Strategic Brand Management

Daisy's LinkedIn

"Good strategy helps you stand out in that crowded marketplace. You need to differentiate yourself personally and professionally."

– Daisy Hoops
What makes a brand?  

For me, brands are only as strong as their values. Given the oversaturation of products on the market right now, connecting with people on an emotional level is the best way to stand out from the crowd. Part of this process involves individual reflection – a process of personal branding that helps you discover who you are and what values are most important to you. The best brands out there are run by people who really know themselves. If you’re able to connect with someone on that human level, you’re doing an amazing job.


And what makes brand management “strategic”?

Good strategy helps you stand out in that crowded marketplace. You need to differentiate yourself personally and professionally. Knowing your target audience helps a lot. One of our professors, Michael Behnke, tells us to define our brands in a single sentence. A lot of brands don’t do this – they might be too scared to commit to a niche. But the ones that really stand out can explain what they do in ten words or less.