Lamprini P. Piha is an Associate Professor of Marketing at the Department of Business Administration at the National and Kapodistrian University of Athens. She holds a PhD degree in Branding from the Athens University of Economics and Business. She also holds a Master in Business Administration, as well as a bachelor’s degree in Marketing and Communication from the same University (top of class). Throughout her studies, she has been awarded several state and private scholarships for exceptional performance. Her research work has been published in the proceedings of leading peer reviewed International Conferences and Academic Journals, including the Journal of Business Research, the Journal of Marketing Management, and the Journal of Product and Brand Management. In parallel with her academic activities, she is constantly active in the business field by working as a marketing consultant in Greek firms and as a project manager for marketing research projects in the public and private sector. She has taught at undergraduate and postgraduate level at the National and Kapodistrian University of Athens, the Athens University of Economics and Business, the Hellenic Open University and the University of Piraeus. The fields taught include Marketing Management, Brand Management, Marketing Strategy and Business Strategy. She has also participated as an instructor in several executive educational programs designed for private and national organizations.