Brand Strategy

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.