About Me

C Whan Park, an esteemed academic and expert in the marketing field, has a career spanning multiple decades and continents. As an accomplished author, professor, and the current Director of the Global Branding Center, Park has carved a niche for himself in the annals of academia and beyond. Residing in Los Angeles, California, he continues to leave his indelible mark on the study and practice of marketing.

Career History and Current Role

Embarking on a career in marketing academia, Park's trajectory has been one of consistent achievement and influence. Choong Whan Park is currently the Director of the Global Branding Center, a role that sees him contributing to developing and understanding branding on a global scale.

Before joining the University of Southern California (USC), CW Park held the esteemed position of Albert Wesley Frey Distinguished Professor of Marketing at the Katz Graduate School of Business at the University of Pittsburgh. Numerous successes marked his tenure there, and it was here that he laid the groundwork for his current influential role at USC.

In addition to his administrative roles, Park has distinguished himself as a prolific author. His recent book, "Brand Admiration: Building a Business People Love," published by Wiley, has been recognized for its insightful perspectives on brand management. The work adds to his impressive bibliography, which includes numerous articles published in leading academic journals such as the Journal of Marketing Research, Journal of Consumer Research, and Journal of Marketing.

From 2008 to 2012, Park served as the editor of the Journal of Consumer Psychology and is a part of the editorial board for the Journal of Marketing and Consumer Psychology. These roles underscore his influence and respect within the field.

Professional Accomplishments and Awards

Whan Park long list of accomplishments includes several prestigious awards and accolades highlighting his profound impact on marketing academia. Among his proudest achievements, he was honored with the Davidson Honorable Mention Award in 2008 and the Alpha Kappa Psi Award in 1987. His recognition as an Academic Fellow by the Korean Marketing Association (KMA) in 2017 is a testament to his influence in the United States and abroad.

In 2019, Park received the Dr. Jagdish N. Sheth’s Impact on Practice Award from the USC Marshall School of Business, a fitting recognition of his work's practical impact. This was followed in 2020 by the prestigious 20th Paul D. Converse Award, further establishing his esteemed status in the marketing field.

Areas of Expertise

Choong Whan Park's expertise is wide-ranging, covering several critical areas within the marketing field. His primary focus is brand awareness, developing leading global brands, and marketing strategies. His extensive research and teaching in these areas have made him a trusted authority and respected voice, contributing significantly to the body of knowledge within these domains.

Hobbies and Interests

Aside from his professional pursuits, CW Park is interested in reading, education, and teaching. These hobbies align well with his academic career, providing relaxation and intellectual stimulation. His love for reading extends his knowledge beyond his area of expertise. At the same time, his interest in education and teaching allows him to engage deeply with the learning process, both for himself and his students.

C Whan Park’s career is a testament to his dedication, intellectual curiosity, and commitment to the field of marketing. Through his vast body of work, influence on academic journals, and leadership roles within educational institutions, he has significantly shaped how we understand and practice marketing today. As he continues to contribute to the field, many future generations of marketing professionals and academics will undoubtedly feel his impact.


C. Whan Park Portfolio