During lunch this past Wednesday, Yeshiva University High School for Boys (MTA) students had the opportunity to hear from Dr. Jesse Itzkowitz, assistant professor of marketing at the Sy Syms School of Business, who fascinated them with his presentation on the power of branding. Dr. Itzkowitz, who is now in his seventh year at YU, earned a doctorate in both psychology and marketing and has been featured in Time magazine for his research on alphabetical bias when it comes to picking stocks and was one of six speakers at the sold-out Yeshiva University TEDx talk. Dr. Itzkowitz, through the use of many examples that he brought to life, explained to the students about the various ways companies go about establishing their brand and the different aspects they can focus on, from functional to aspirational attributes. The students were fascinated by the presentation and very thankful to Dr. Itzkowitz for sharing his time with them.