Leslie is Honorary Professor of Brand Marketing and Managing Partner of Brands Box Marketing & Research Consultancy. Having made a significant contribution to advancing knowledge about brand management, he now bridges the advancement of brand knowledge in his academic role with the application of brand knowledge in his consultancy role. The Chartered Institute of Marketing cite Prof Leslie de Chernatony as one of the 50 gurus who have shaped the future of marketing. This is because of his pioneering work on brand management which has an international reputation. His cutting edge work on strategically building brands has helped many organisations develop more effective brand strategies.
His research on brand marketing is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes.
Leslie's work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences. Winning several major research grants helped him and his team investigate factors associated with brand success. A firm advocate of the need for managers to benefit from his work on brand marketing, he has run many highly acclaimed management development workshops throughout Europe, the USA, the Middle East, Far East, Asia and Australia. His advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an expert witness in court cases over branding issues.
Position: Honorary Professor of Brand Marketing Phone:+44(0)121 204 3359 Email:firstname.lastname@example.org Room: ABS236
Leslie’s research focuses on brand management. Brands are the result of strategic insight, visionary thinking, motivating values, aligned commitment and creativity. Branding a promise to customers can only be delivered by making staff aware of the exact form of the promise and engendering their enthusiasm to passionately believe in their role as brand builders. Some of the topics being investigated include:
Leslie has successfully supervised PhD students on a variety of branding topics.
Consumer engagement with self-expressive brands: Brand love and WOM outcomes (with E.Wallace and I.Buil). Journal of Product and Brand Management Vol 23, No 1, pp33-42, 2014
There's no place for branding when fighting fires! (with K.Glanfield and TC Melewar). British Academy of Management Conference, Belfast,September 2014
Brands and the virtual self: network effects on self-congruent Facebook "Likes" and brand outcomes (with E.Wallace and I. Buil). European Marketing Academy Conference, Valencia, June 2014
Brand identity management effects on employees' attitudes and behaviours (with I.Buil and E.Martinez). European Marketing Academy Conference, Valencia, June 2014