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Why Can’t Customers Forget Certain Brands?
How the five senses shape brand memory, emotional attachment, and lasting customer loyalty Companies want their brands to be recognized and loved by customers. To achieve this, they offer various benefits and try to persuade customers to choose them. However, because competing brands present similar information at the same time, customers often find it difficult…
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Why I Chose Apple and Starbucks to Explore Brand Attachment and Brand Meaning
What two very different companies reveal about usefulness, identity, belonging, and the relationships people develop with brands.By Choong Whan Park USC As a California-based marketing scholar and author, I have focused much of my work on brand strategy, consumer psychology, and the relationships people develop with brands. When choosing companies to explore through these ideas,…
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Choong Whan Park USC: Starbucks and the Business of Belonging
A case study exploring how Starbucks built meaning through coffeehouse culture, customer experience, belonging, and brand attachment, while adapting to digital convenience and global growth.
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7 Steps to Build a Brand People Trust, Remember, and Choose
A practical framework for creating stronger brand meaning, customer value, trust, consistency, and long-term attachment Building a brand has never been easier to start. A business can create a logo in minutes, launch a website in an afternoon, publish content across multiple platforms, generate advertising variations with artificial intelligence, and begin reaching potential customers almost…
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Choong Whan Park USC: Why Brand Attachment Still Matters in the Age of AI
Choong Whan Park USC research offers an increasingly useful way to think about one of the biggest questions facing brands in the age of artificial intelligence: what actually makes a customer relationship last? AI is changing nearly every stage of the consumer experience. It can recommend products, personalize offers, answer questions, generate content, predict needs,…
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Choong Whan Park USC: Why His Research Still Shapes Modern Brand Strategy
Why his research on brand meaning, emotional attachment, consumer identity, brand extensions, and admired brands remains important for students, marketers, and business leaders Some marketing ideas fade when the marketplace changes. The work of Choong Whan Park USC has remained relevant because it addresses questions that do not disappear: What does a brand mean to…
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Choong Whan Park USC: Apple and the Architecture of Brand Attachment
This Apple case study examines how brand attachment, consumer identity, ecosystem integration, and consistent brand meaning can support enduring customer loyalty and long-term value through the research and insights of Choong Whan Park USC.
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Choong Whan Park USC: Tesla, Brand Attachment, and Why the Most Loved Brands Are Not Always First
This Tesla case study examines how performance, innovation, identity, aspiration, and trust helped shape emotional brand attachment, customer loyalty, and long-term value through the research and insights of Choong Whan Park USC.
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Choong Whan Park USC: Digital Branding, K-Brand, and the Future of Emotional Brand Attachment
Choong Whan Park USC is a globally recognized marketing scholar known for his influential research on brand attachment, consumer psychology, and brand strategy. As Professor Emeritus at the USC Marshall School of Business, Choong Whan Park has helped shape how scholars and business leaders understand the emotional relationship between people and brands. In a recent…
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Authentic Brand Strategy with Choong Whan Park USC
Why strong brands earn trust when meaning, promise, and customer experience align Choong Whan Park USC, based in California, is a globally respected marketing scholar, author, and branding thought leader whose work has helped shape modern understanding of brand strategy, consumer psychology, loyalty, and long-term value creation. His work offers an important foundation for understanding…