YongGu Suh


YongGu Suh is Professor of Marketing at Sookmyung University in Seoul. He received a doctoral degree from Oxford University in 1996 and worked for KIET as a research fellow before he joined the University.

He has published more than 12 books including ‘I.D.E.A: Creating Brand Star’ and ‘Secrets of Brand Aura’ . His academic papers appeared in ‘Journal of Business Research’, ‘Journal of Consumer Marketing’, ‘Journal of International Consumer Marketing’, ‘Asia Pacific Business Review’  and major Korean academic journals.

He was a founding director of the LCB Hospitality MBA program from 2006 to 2010 and he served as the Chairman of the KODIA (Korea Distribution Association) from 2014 to 2015.