Skip to content
Zur Übersicht

Spotlight on: Daniel Neye – Best Bachelor’s Thesis in Brand Management

Daniel Neye

Graduation Date:
March 2018

Study Programme:
Brand Management B.A.

Title of Thesis:
Agile Brand Management – Challenges and Potential
(Agile Markenführung – Herausforderungen und Potenzial)

Corporate Partner:
different, Berlin

Prof. Dr. Joachim Bongard
Prof. Ute Röseler

100 Points / 1.0

Hi Daniel, what are you up to next?
I haven’t made a final decision yet. Thanks to my studies at BA I have quite a few options. First I’ll go hiking in Sweden for a few days. In Fall, I’ll probably apply to the D-School of Design Thinking at the Hasso-Plattner-Institut (Potsdam).

What kind of career are you shooting for – and why?
My studies in Brand Management perfectly complemented my previous work as designer. That’s why I find the interface between strategy and creation particularly exciting. Accordingly, strategic planning is highly interesting to me.

What do you think will be your greatest challenge?
Given increasingly dynamic environments, brand leadership and design is growing ever-more complex – on both the corporate and the agency side. As a result, communicating at eye-level, engaging into dialog and building trust between the respective stakeholders is essential. This seemingly trivial fact tends to pose the greatest obstacle in day-to-day business.

Looking back at Brand Academy – what do you see?
Studying at BA is like a marathon: Some sections are easy-going, others are very challenging and continous training makes it easier to succeed. It may sound mundane, but the greater the investment and engagement into one’s studies, the stronger one will be at the finish line.

Do you have any advice for prospect students or first semesters?
Teamwork is the key to success at BA. It does not only facilitate learning but also provides stability. Therefore I recommend taking good care of group dynamics and culture from day one. Discussions should be held openly and proactively. Every student is unique, but there are times when students have to pull together – whether they like it or not.

What are you up to when you’re not studying – or working?
You can’t go wrong with a nature walk or stroll along the Elbe river. It helps me sort out my thoughts.