Choong Whan Park
Bio
Choong Whan Park USC from Los Angeles, California is widely known for his pioneering work in branding and consumer psychology and is a respected author. CW Park USC reshaped thinking on how brands create meaning loyalty and sustained value.
Stories (2)
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Choong Whan Park USC | Brand Protagonist: Positioning the Brand as the Central Agent of Meaning
Introduction: From Identifier to Protagonist Traditionally, brands were viewed as identifiers—names and symbols that distinguished one product from another. In contemporary markets, this view is no longer sufficient. Strong brands increasingly function as protagonists: central agents that drive narratives, shape experiences, and play meaningful roles in consumers’ lives. The concept of the Brand Protagonist captures this shift, emphasizing the brand’s active role in creating value, guiding consumer journeys, and anchoring identity.
By Choong Whan Park6 days ago in History
