The Center for Brand Research
The Center for Brand Research (CBR) was formed in 1999 to provide our students and faculty with the opportunity to study and accept assignments from advertising agencies and clients that dealt with the positioning of products and services. Professor Neal M. Burns, who after a long career in advertising serves as Director of the CBR, has said. "The mission of the CBR is to provide research opportunities that deal with both the development of branding theory and the practice of branding." The technological changes, the shifts in media importance, the rise of social networks, and the worldwide cultural and economic changes that have taken place...all contribute to the challenge intelligent and effective branding represents today.
Ideally, the CBR also offers industrial and governmental researchers, scientists and management a new place -- for study, for integration of experience and for cross-fertilization of THE current issues just described. Participation or residence for visiting scholars at the Center can range from a period of weeks to full semester participation as part