• What exactly is a “brand”?
• What are the main considerations when launching a brand extension?
• Can a media company make radically different “brand promises” to different audiences — and still maintain its good name?
• Is the National Geographic’s partnership with News Corp (which owns the National Geographic Channel) a wise extension of the NGS brand?
These are some of the questions I recently explored with Sanal Mazvancheryl, an assistant professor in the Department of Marketing at American University’s Kogod School of Business.
Professor Mazvancheryl teaches courses in marketing management, marketing strategy, and brand management at the undergraduate, MBA and the executive education level. He previously taught at the University of Maryland, Georgetown University, and the Wharton School of Business. He also has several years of work experience in advertising, market research and brand management at leading global firms. He has a Ph.D. in business from University of Michigan as well as an undergraduate degree in engineering and an MBA from the Indian Institute of Management.
Professor Mazvancheryl was extraordinarily generous to share his expertise and insights with me earlier this month. Here’s part one of my four-part interview:
≡ photo of Professor Mazvancheryl via American University