Corporate Name Changes, Brand Portfolio Management, Corporate Image and Reputation

As above, plus Business-to-business branding, Services branding

Varadarajan, Rajan, Mark P. DeFanti, and Paul S. Busch (2006), “Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions,” Journal of the Academy of Marketing Science, 34 (Spring), 195-205.

DeFanti, Mark P. and Joseph K. Goodman (2005), “Brand Architecture and Corporate Reputation,” Marketing Science Institute Report No. 04-110.

Avery, Jill and Mark P. DeFanti (2004), “Brand Orchestration,” Marketing Science Institute Report No. 04-101. 

DeFanti, Mark P. and Susan K. Cadwallader (2003), “The Effect of Customers’ Perceptions of a Change to a Dual-Purpose Corporate Name on a Firm’s Stock Price,” AMA Summer Educator’s Conference Proceedings, Volume 13, Chicago: American Marketing Association.

Previous to receiving his Ph.D., Prof. DeFanti held senior positions in marketing, management and business development at Capital One Services Inc., Guilty Corporation, Kiner/Goodsell Advertising, Katharsis Inc.--Exercise Your Demons®, and Senior Tour Players Inc. He has also participated in several projects with a brand consulting firm that specializes in the creation, management, and licensing of self-expressive brands in the apparel, accessories, and cosmetics industries.