C.W. Park

C. Whan Park is Robert E. Brooker Professor of Marketing at the University of Southern California’s Marshall School of Business. Dr. Park has published numerous articles in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Retailing, and Harvard Business Review. He was the editor of the Journal of Consumer Psychology (2008–2012), and serves on the editorial board of the Journal of Marketing and the Journal of Consumer Psychology. Professor Park is currently Director of the Global Branding Center at the Marshall School of Business.  

The dream of local franchises to evolve into international juggernauts is a journey laden with challenges and triumphs. In today's interconnected world, transitioning from a beloved neighborhood business to a global brand is more attainable than ever before. In this article, we'll explore how local franchises metamorphose into internationally recognized icons, shedding light on essential strategies, hurdles to overcome, and stories of remarkable success along the way. The Local Origins Every global brand emerges from humble beginnings as a local franchise deeply entrenched in its community. Building a robust local presence is the foundation of international success. Local franchises must first earn the trust and loyalty of their hometown patrons. Crafting a Distinctive Brand Identity Local franchises aspiring for global recognition concentrate on shaping a unique brand identity that resonates with their local audience. This entails the creation of a memorable logo, the develop

In today's competitive business landscape , effective branding is no longer just a luxury; it's a necessity. Brands define how companies are perceived by the world and play a pivotal role in shaping consumer choices. With the ever-evolving digital landscape, staying updated on the latest branding strategies and techniques is crucial for success. Fortunately, 2022 has brought forth a plethora of top-notch branding courses designed to equip individuals with the skills and knowledge needed to thrive in this dynamic field. In this article, we unveil the top 10 branding courses of 2022 that promise to elevate your branding game. 1. Branding Foundations: Mastering the Basics Before diving into advanced branding strategies, it's essential to grasp the fundamentals. This course offers a comprehensive overview of branding principles, helping participants build a strong foundation for their branding journey. 2. Digital Branding in the Age of Social Media In the digital age, social me

In an era defined by rapid technological advancements and interconnected digital networks , global branding has transcended conventional boundaries to become a cornerstone of business success. The fusion of globalization and the digital landscape has given rise to a new paradigm where brand identity extends far beyond geographical borders. This article delves into the profound significance of global branding in the digital world, uncovering its multifaceted impact on businesses across industries. The Evolution of Global Branding in the Digital World Global branding, once limited to logos and slogans, has evolved into an intricate tapestry woven from digital threads. Today, it encompasses a brand's voice, values, and interactions with audiences across diverse platforms. As digital connectivity erases geographical barriers, businesses must harness the power of global branding to create a consistent, authentic narrative that resonates with audiences worldwide. Building Consistency in

Entrepreneurship is a thrilling journey that demands strategic thinking and a well-planned route to success. Just like seasoned explorers rely on maps and compasses, entrepreneurs rely on their Global Positioning Strategy (GPS) to navigate the unpredictable terrains of the business world . A robust GPS enables entrepreneurs to identify opportunities, chart their unique path, and overcome obstacles to reach their goals. In this article, we explore the essence of a Global Positioning Strategy for entrepreneurs and its significance in the pursuit of entrepreneurial success. Understanding the Entrepreneurial Global Positioning Strategy A Global Positioning Strategy for entrepreneurs encompasses a comprehensive and adaptable plan that acts as a guiding framework for their business endeavors. It incorporates a blend of market insights, customer understanding, competitive analysis, and long-term vision to steer the entrepreneur towards sustainable growth and profitability. Key Components of a

In a world overflowing with marketing messages, capturing and retaining the attention of consumers has become increasingly challenging. To cut through the noise, businesses are turning to the power of storytelling as a captivating and effective marketing technique . By leveraging the art of storytelling, brands can connect with their audience on a deeper level, evoke emotions, and create memorable experiences. In this article, we explore how narrative marketing techniques can drive customer engagement and help your business thrive. Brand Narrative Development: Crafting a compelling brand narrative is the foundation of narrative marketing. It involves shaping the story behind your brand, conveying its values, mission, and unique selling propositions. Develop a consistent and authentic narrative that resonates with your target audience. Focus on the human aspects of your brand, highlighting personal experiences, challenges, and triumphs. A well-crafted brand narrative can build emotional