Building Global Brands


Anderson School of Management
Professor of Marketing


Sanjay Sood''s research and teaching expertise lies in the area of brand equity and consumer decision making. Using psychological principles, Sanjay examines how firms can best build, manage, and leverage strong brand names. This includes investigating what brand names mean to consumers, how to manage brand portfolios, how to use brand naming strategies to launch new products, and how to protect brand names from becoming diluted over time and across geographical boundaries. His research has been published in leading marketing and psychology journals including the Journal of Consumer Research, Journal of Marketing, and Cognitive Psychology. Sanjay is an associate editor at the Journal of Marketing, and he is on the editorial review boards of the Journal of Consumer Research, Journal of Consumer Psychology and the Journal of Marketing Research.

Sanjay obtained his Ph.D. in Marketing from the Graduate School of Business, Stanford University. Sanjay also received an MBA degree from the Kellogg Graduate School of Management, Northwestern University, majoring in marketing and strategy. He gained industry experience in product marketing at Centel Corporation, now a division of Sprint. Before joining Centel, he completed a BS degree in Electrical Engineering from the University of Illinois, Urbana-Champaign.

Sanjay has won several awards for excellence in teaching and student mentoring, including the Neidorf Decade Teaching Award at UCLA. Actively involved with industry, Sanjay has worked with several leading marketing companies, including Intel, Starbucks, Disney, Levi-Strauss, Microsoft, and Kaiser Permanente.


Ph.D. Marketing, Graduate School of Business, 1999, Stanford University
MBA Kellogg Graduate School of Management, 1992, Northwestern University
B.S. Electrical Engineering, with honors 1987, University of Illinois, Urbana-Champaign


Marketing Management, Brand Management, Advertising, Consumer Behavior

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