Lina María Echeverri

Lina María Echeverri is the Director of the Graduate School of Business (GSB) at the Universidad del Rosario in Colombia, where she specializes in marketing and business strategy. With extensive experience in the field, she has contributed significantly to understanding the dynamics of brand management and consumer behavior, particularly in the context of Colombian businesses. Echeverri has emphasized the importance of emotional connections between brands and consumers, advocating for a deeper appreciation of brand value and its role in national identity.