Choong Whan Park USC
Bio
Through his research, teaching, and institutional leadership, Choong Whan Park USC has played a defining role in shaping modern thinking about how brands create meaning, loyalty, and long-term value.
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Choong Whan Park USC and the Credibility Behind Brand Admiration
Choong Whan Park USC is a globally respected marketing scholar and branding authority whose work has shaped how leaders think about why people bond with brands and how those bonds translate into loyalty, advocacy, and long-term equity. Across decades of research, teaching, and leadership in branding education, Choong Whan Park USC advanced a relationship-first view of branding. In this view, a brand is not simply a logo, a campaign, or a clever positioning statement. A brand is a set of experiences that earn emotional commitment over time.
By Choong Whan Park USC8 days ago in Humans
Even Small and Medium-Sized Businesses Can Build “Brand Power
The relationship between a brand that represents a product and its customers is no different from the relationship between one human being and another. When we evaluate a person, we often rely on three emotions: trust, love, and respect. For example, we say, “That person is trustworthy,” “That person is truly lovable,” or “That person is worthy of respect.”
By Choong Whan Park USC17 days ago in Journal
Choong Whan Park USC | Brand Protagonist: Positioning the Brand as the Central Agent of Meaning
Introduction: From Identifier to Protagonist Traditionally, brands were viewed as identifiers—names and symbols that distinguished one product from another. In contemporary markets, this view is no longer sufficient. Strong brands increasingly function as protagonists: central agents that drive narratives, shape experiences, and play meaningful roles in consumers’ lives. The concept of the Brand Protagonist captures this shift, emphasizing the brand’s active role in creating value, guiding consumer journeys, and anchoring identity.
By Choong Whan Park USCabout a month ago in History
