A brand isn’t merely a name, logo, or tagline—it’s a compass that navigates the direction of a company’s reputation in the marketplace. It guides the business’s decisions, influences consumer...
C.W. Park is a highly respected marketing professor and author who has been published in some of the leading journals in his field. He was the editor of the Journal of Consumer Psychology (2008-2012) and served on the editorial board of the Journal of Marketing and Consumer Psychology.
Currently, Professor Park is the director of the Global Branding Center at USC. Previously, he was the Albert Wesley Frey Distinguished Professor of Marketing at the Katz School of Business at the University of Pittsburgh.
Author: Choong Whan Park
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In business, first impressions are everything. Your potential customers will make split-second judgments about your company based on your branding—and those judgments will either attract them to your business...