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Vanitha Swaminathan

Vanitha Swaminathan

Vanitha Swaminathan is the Thomas Marshall Professor of Marketing and Director, Center for Branding at the University of Pittsburgh School of Business. Her research focuses on branding strategy and the conditions that foster consumer-brand relationships, as well as how firms can successfully design brand strategies—such as co-branding, brand extensions, brand acquisitions, marketing alliances— to strengthen customer loyalty and firm up stock market performance. Currently, her attention is on understanding how brand managers can leverage the power of technologies such as Augmented and Virtual Reality and Ai to deliver better brand experiences.

She also examines how content creators and influencers can help strengthen consumer- brand relationships. She has worked on marketing and branding consulting projects with such companies as The Hershey Company, Kraft Heinz, StarKist, AC Nielsen, GlaxoSmithKline, and Procter & Gamble, and advising small businesses regarding their digital marketing efforts. In light of her many scholarly and service contributions, the American Marketing Association named her as AMA Fellow in 2024. In 2025, she won the University-wide award for Excellence in Doctoral Mentoring at the University of Pittsburgh. Her recent book is Hyper-Digital Marketing: Six Pillars of Strategic Brand Marketing in an AI-Powered World (Palgrave-Macmillan).

Vanitha Swaminathan is a member of the Executive Council of CEOWORLD Magazine. Connect on LinkedIn or visit the official website.
Vanitha Swaminathan
C-Suite Perspective

Why Brand Purpose Is No Longer Optional in the Age of AI 

Vanitha SwaminathanVanitha SwaminathanC-Suite Perspective
Several brands have, in recent years, centered on a singular brand purpose as a raison d'être.  Examples of such purpose-centric organizations include Ben & Jerry’s, Patagonia, Tom’s Shoes, Bombas Socks, and Dove. For these brands, purpose becomes a vital force that binds them to their customers. Why is brand purpose...