Brand Strategy - Park, C. Whan; Publishers, Vibrant
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Brand Strategy by C. Whan Park presents a compelling synthesis of how brands are built, positioned, and sustained in competitive markets. Drawing on years of research and academic insight, Park unpacks the strategic foundations of brand identity, brand equity, and the psychological connections that consumers form with brands over time. This book explores core topics such as differentiation, symbolic meaning, brand portfolio design, and long-term positioning. Park also highlights how consumer perceptions, emotional resonance, and value-based branding contribute to strong, resilient brand…mehr

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Produktbeschreibung
Brand Strategy by C. Whan Park presents a compelling synthesis of how brands are built, positioned, and sustained in competitive markets. Drawing on years of research and academic insight, Park unpacks the strategic foundations of brand identity, brand equity, and the psychological connections that consumers form with brands over time. This book explores core topics such as differentiation, symbolic meaning, brand portfolio design, and long-term positioning. Park also highlights how consumer perceptions, emotional resonance, and value-based branding contribute to strong, resilient brand architectures. Through conceptual models and empirical findings, the book offers a roadmap for developing brand strategies that foster loyalty, increase relevance, and support business growth. It's a must-read for marketing professionals, brand managers, and students of branding who want to understand both the theory and practice behind successful brand-building. Part of the Legend in Consumer Behavior series, Brand Strategy reinforces Park's legacy as a leading voice in brand thought leadership.
Autorenporträt
C. Whan Park is a Robert E. Brooker Professor of Marketing at the University of Southern California. Prior to joining the USC Marshall School of Business, Los Angeles, California, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh (1979-1997).He is one of the most innovative thought leaders who has pioneered many important areas in consumer behavior. His innovative publications include seminal papers in dyadic decision-making, "Joint Decisions in Home Purchasing: A Muddling-through Process"; brand management, "Strategic Brand Concept-image Management"; and brand attachment, "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers." He has also published highly influential articles in the areas of brand familiarity, subjective and objective knowledge, cognitive and affective involvement, constructive decision-making, cost-efficient brand growth strategies, and brand naming strategies. Apart from this, Professor Park has coauthored Marketing Management (1987) with Dr Gerald Zaltman, and Handbook of Brand Relationships (2009) with Deborah J. MacInnis and Joseph R. Priester. His most recent book, Brand Admiration: Building a Business People Love, coauthored with Dr Deborah J. MacInnis and Dr Andreas B. Eisingerich, was published in October 2016.Professor Park was the recipient of the 1987 Alpha Kappa Psi Award and has been a Fellow of Society of Consumer Psychology (2012) and a Fellow of Association for Consumer Research (ACR, 2015). He was the Editor of the Journal of Consumer Psychology (2008-2012) and is currently the Director of the Global Branding Center at the Marshall School of Business (2008-present).