The Global Branding Center (GBC) at the University of Southern California's Marshall School of Business dedicates itself to three key objectives:
- Stimulate path-breaking branding research as a global creator and disseminator of branding knowledge. Through alliances with academic institutions in the Pacific Rim and Europe, the GBC expects to operate with strong global connections.
- Expand the scope of branding research from traditional product and service branding to include entertainment and business to business branding.
- Serve the needs of managers by providing researched based solutions relating to branding.
Led by Director C.W. Park, a team of accomplished research fellows contribute to the Global Branding Center's body of knowledge with new branding insights and ongoing research projects.
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