Regular biography
Dr. YU Chunling is an Associate Professor in the Department of Marketing at the School of Economics and Management, Tsinghua University. She is also a research fellow at the China Business Research Center, Tsinghua University, and a consulting expert for the branding board of Samsung Electronics Co. Ltd. China. Her research focuses on the creation, management, and valuation of brand assets. She has published over 20 papers in state-level and international journals, including the Journal of Management, Marketing Science, and the International Journal of Business and Management. Dr. YU teaches courses such as Strategic Brand Management and Marketing Management. She has authored and translated several works, including the book The Brand Gap, and has contributed to case studies in marketing and branding.