Choong Whan Park

An expert on branding, marketing and consumer behavior

Holder of Joseph A. DeBell Chair in Business Administration

Robert E. Brooker Professor of Marketing, USC Marshall School of Business


  • branding strategy
  • brand extension/line extension strategy
  • marketing strategy
  • advertising and promotion strategy
  • consumer behavior

Additional Information

  • Co-author of Marketing Management (1987)
  • Co-author of the forthcoming Brand Admiration: Building a Business People Love (Wiley Press, October 2016), help make sense of the ever-increasing relationship between brand and leadership


  • Korean

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