.

Professor Leslie de Chernatony

Marketing Group

Leslie

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.  Both the Chartered Institute of Marketing and the Market Research Society recognised his contribution to advancing understanding about strategic brand management by honouring him with Fellowship status.  He is also a Liveryman of the Worshipful Company of Marketors.

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 3147
Email: l.dechernatony@aston.ac.uk
Room: ABS249

 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:

  • Market driving brands which break market conventions.
  • Techniques to enhance the alignment of values between a brand, its managers, staff and customers in order to improve brand performance.
  • Characteristics and processes associated with successful services brands

Leslie has successfully supervised PhD students on a variety of branding topics.

Refereed Journal Articles

  • Projecting banks’ identities through corporate websites: a comparative analysis of Spain and the UK (with R. Bravo, J. Matute and J. Pina) Journal of Brand Management Vol 20, No 7, pp 533-557, 2013    
  • Factors influencing consumer evaluations of gift promotions (with I. Buil and T. Montaner).  European Journal of Marketing Vol 47, No 3/4, pp574-595, 2013    
  • Brand orientation and brand values in retail banking (with E. Wallace and I.Buil) Journal of Marketing Management Vol 29, No 9-10, pp1007-1029, 2013    
  • The influence of brand equity on consumer responses (with I. Buil and E.Martinez) Journal of Consumer Marketing  Vol 30, No 1 (Spring/Summer), pp62-74, 2013     
  • Service employee clusters in banking: exploring Ind’s typology considering behavior, commitment and attitude about leadership (with E. Wallace and I. Buil).  European Journal of Marketing Vol 47, No 11, pp 1781-1803, 2013     
  • A taxonomy of measures for consumer-based brand equity: Drawing on the views of managers in Europe (with C. Veloutsou and G. Christodoulides)  Journal of Product and Brand Management  Vol 22, No 3, pp238-248, 2013     
  • Building bank brands: How leadership behaviour influences employee commitment (with E. Wallace and I. Buil). Journal of Business Research Vol 66, No 2, pp 165-171, 2013    
  • Examining the role of advertising and sales promotions in brand equity creation (with I Buil and E Martinez).  Journal of Business Research   Vol 66, No 1, pp 115-122, 2013   
  • Developing and applying a place brand identity model: the case of Slovenia (with M. Konecnik).  Journal of Business Research Vol 66, No 1, pp 45-52, 2013 
  • Facebook “friendship” and brand advocacy (with E. Wallace and I Buil) Journal of Brand Management  Vol 20, No 2, pp 128-146, 2012 
  • Methodological issues in cross-cultural research (with I .Buil and  E. Martinez). Journal of Targeting, Measurement and Analysis for Marketing. Vol 20, No 3/4, pp223-234, 2012
  • Assessing the six-station corporate identity model: a polymorphic model (with Y. Suvatjis and J. Halikias) Journal of Product and Brand Management Vol 21, No 3, pp153-166, 2012
  • The influence of culture and market orientation on services brands: insights from Irish banking and retail firms (with E. Wallace). Journal of Services Marketing. Vol 25, No7, pp475-488, 2011
  • B2B service brand identity: scale development and validation (with D. Coleman and G. Christodoulides). Industrial Marketing Management  Vol 40, No 7, pp1063-1071, 2011
  • How leadership and commitment influence bank employees' adoption of their banks' values (with E. Wallace and I. Buil) Journal of Business Ethics Vol 101, No 3, pp 397-414, 2011. 
  • Internalising a brand across cultures@ the case of IKEA (with V Tarnovskaya). International Journal of Retail & Distribution Management Vol 39, No 8, pp 598-618, 2011
  • Within-role, extra-role and anti-role behaviours in retail banking (with E.Wallace and I. Buil) International Journal of Bank Marketing Vol 29, No6, pp 470-488, 2011
  • Consumer response to gift promotions (with T. Montaner and I. Buil). Journal of Product and Brand Management, Vol 20, No 2, pp101-110, 2011
  • Thought leadership in brand management (with C. Jevons, C. Veloutsou and G. Christodoulides) Journal of Business Research Vol 63, No 11, pp1111-1112, 2010
  • Consumer based brand equity conceptualization and measurement: a literature review.  (with G. Christodoulides).  International Journal of Market Research  Vol 52, No 1, pp43-66, 2010
  • Interacting contributions of different departments to brand success (with S. Cottam).  Journal of Business Research Vol 62, No 3, pp297-304, 2009.
  • Towards the holy grail of defining “brand”.  Marketing Theory  Vol 9, No 1, pp101-105, 2009
  • Towards new conceptualizations of branding: Theories of middle range. (with R. Brodie).  Marketing Theory  Vol 9, No 1, pp95-100, 2009
  • Creating and launching a challenger brand: A case study (with S. Cottam) The Service Industries Journal Vol 29, No1, pp75-89, 2009.
  • Service employee performance: its components and antecedents (with E. Wallace).  Journal of Relationship Marketing Vol 8, No 2, pp82-102, 2009
  • Brand extension strategies: perceived fit, brand type and culture influences (with I. Buil and L. Hem).  European Journal of Marketing  Vol 43, No 11/12, pp1300-1324, 2009
  • Exploring brand sabotage in retail banking (with E. Wallace) Journal of Product and Brand Management  Vol 18, No 3, pp198-211, 2009
  • Effect of brand extension strategy on brand image: A comparative study of the UK and Spanish markets (with E. Martinez and Y. Polo). International Marketing Review  Vol 25, No 1, pp107-137, 2008.
  • Classifying, identifying and managing the service brand saboteur (with E. Wallace).  The Service Industries Journal  Vol 28, No 1-2, pp151-165, 2008
  • A cross national validation of the consumer-based brand equity scale (with I. Buil and E. Martinez).  Journal of Product and Brand Management. Vol 17, No 6, pp384-392, 2008.
  • Interactions between organizational cultures and corporate brands (with S Cottam).  Journal of Product and Brand Management Vol.17, No.1, pp.13-24, 2008.   * This paper is an Outstanding Paper Award Winner at the Literati Network Awards for Excellence 2009
  • Exploring managers’ views about brand saboteurs (with E. Wallace).  Journal of Marketing Management  Vol.23, No.1-2, pp.91-106, 2007.
  • Winning hearts and minds : business-to-business branding and the role of the salesperson (with J. Lynch).  Journal of Marketing Management  Vol.23, No.1-2, pp123-135, 2007.
  • Communicating services brands’ values internally and externally (with S. Drury and S. Segal-Horn).  Services Industries Journal, Vol.26, No.8, pp.819-836, 2006.
  • Conceptualising and measuring the equity of online brands (with G. Christodoulides, O. Furrer, E. Shiu and T. Abimbola).  Journal of Marketing Management, Vol.22, No.7-8, pp.799-825, 2006.
  • Building a political brand : ideology or voter drives strategy (with P Reeves and M Carrigan). Journal of Brand Management, Vol.13, No.6, pp.418-428, 2006.
  • Delphic brand visioning to align stakeholder buy-in to the city of Birmingham brand (with B Virgo).  Journal of Brand Management, Vol.13, No.6, pp.379-392, 2006.
  • Internal brand building and structuration : the role of leadership (with C Vallaster). European Journal of Marketing,, Vol.40, No.7/8, pp.761-784, 2006.
  • Why are all financial services brands not great? (with S Cottam). Journal of Product and Brand Management, Vol.15, No.2, pp.88-97, 2006
  • The effect of service brand extensions on corporate image : an empirical model (with J. Pina, E. Martinez and S. Drury). European Journal of Marketing, Vol.40, No.1/2, pp.174-197, 2006
  • Internal factors driving successful financial services brands (with S Cottam) European Journal of Marketing, Vol.40, No.5/6, pp.611-633, 2006
  • Corporate identity modelling: the six station model for corporate identity (with J. Suvatjis). Journal of Marketing Management, Vol.21, No.7-8, pp.809-834, 2005
  • Customer and brand manager perspectives on brand relationships : a conceptual framework (with C. Jevons and M. Gabbott).  Journal of Product and Brand Management, Vol.14, No.5, pp.300-309, 2005
  • Internationalisation of services brands: The role of leadership during the internal brand building process. (with C. Vallaster). Journal of Marketing Management, Vol.21, No.1/2, pp.181-203, 2005
  • Using triangulation to assess and identify successful services brands (with S. Drury and S. Segal-Horn).  The Service Industries Journal, Vol 25, No2, pp5-21, 2005
  • Dimensionalising on and offline brands’ composite equity (with G. Christodoulides).  Journal of Product & Brand Management, Vol 13, No3, pp168-179, 2004
  • Identifying and sustaining services brands’ values (with S. Drury and S. Segal-Horn).  Journal of Marketing Communications Vol 10, No2, pp73-93, 2004
  • The power of emotion: brand communication in business to business markets (with J. Lynch).  Journal of Brand Management Vol 11, No5, pp403-419, 2004
  • Developing a brand performance measure for financial services brands (with F. Harris and G. Christodoulides).  The Service Industries Journal Vol.24, No.2, pp15-33, 2004
  • The effect of brand extension strategies upon brand image (with E. Martinez).  Journal of Consumer Marketing  Vol.21, No1, pp39-50, 2004. This paper won an Emerald Literati Highly Commended Award.
  • Taking the brand promise online: challenges and opportunities (with G. Christodoulides). Interactive Marketing,Vol.5, No3, pp238-251 2004.
  • Factors influencing successful brand extensions (with L. Hem and N. Iversen).  Journal of Marketing Management Vol.19, No7-8, pp781-806, 2003
  • The criteria for successful services brands (with S. Segal-Horn). European Journal of Marketing  Vol.37, No.7/8, pp1095-1118, 2003
  • Building a services brand : stages, people and orientations (with S. Drury and S. Segal-Horn).  The Service Industries Journal Vol.23, No.3, pp.1-21, 2003
  • The challenge of corporate branding (with M. Schultz).  Corporate Reputation Review Vol.5, No.2/3, pp.105-112, 2002
  • Would a brand smell any sweeter by a corporate name?  Corporate Reputation Review  Vol.5, No.2/3, pp.114-132, 2002
  • Testing Gronroos' model in the financial services sector (with J. Sanghera and A. Brown). The Service Industries Journal Vol.22, No 3, pp.1-14, 2002
  • New Labour: A study of the creation, development and demise of a political brand (with J. White).  Journal of Political Marketing Vol.1, No.2/3, pp.45-52, 2002.
  • Task and institutional influences on managers’ mental models of competition (with K. Daniels and G. Johnson).  Organization Studies Vol.23, No.1, pp.31-62, 2002
  • Building on services’ characteristics to develop successful services brands (with S. Segal-Horn) Journal of Marketing Management  Vol.17, No.7-8, pp.645-669, 2001
  • A model for strategically building brands.  Journal of Brand Management  Vol.9, No.1, pp.32-44, 2001
  • Succeeding with brands on the internet.   Journal of Brand Management, Vol.8, No.3, pp.186-195, 2001
  • Corporate marketing and service brands: moving beyond the fast moving consumer goods model, (with M. McDonald and F. Harris), European Journal of Marketing ,Vol 35, No 3/4, pp.335-352, 2001
  • Corporate branding and corporate brand performance (with F. Harris) European Journal of Marketing, Vol 35, No 3/4,  pp.441-456, 2001
  • Developing corporate brands through considering internal and external stakeholders (with F. Harris). Corporate Reputation Review  Vol 3, No 3, pp268-274, 2000
  • The service brand as relationships builder (with F. Dall'Olmo Riley) British Journal of Management  Vol 11, No 2, pp 137-150, 2000
  • Added value: its nature, roles and sustainability (with F. Harris and F.Dall’Olmo Riley).  European Journal of Marketing Vol 34, No1/2, pp 39-56, 2000
  • Experts' views about defining services brands and the principles of services branding (with F. Dall'Olmo Riley). Journal of Business Research Vol 46, No 2, pp 181-192, 1999
  • The buy-in benchmark: how staff understanding and commitment impact brand and business performance (with K. Thomson, L. Arganbright and S. Khan).  Journal of Marketing Management Vol 15, No 8, pp 819-835, 1999
  • Exploring the development of lifestyle retail brands (with D. Helman). The Service Industries Journal Vol 19, No 2, pp49-68, 1999
  • Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management  Vol 15, No1-3, pp157-180, 1999
  • Criteria to assess brand success (with F. Dall’Olmo Riley and F. Harris).  Journal of Marketing Management Vol 14,No7, pp765-781, 1998
  • Modelling the components of a brand (with F. Dall'Olmo Riley).  European Journal of Marketing, Vol 32, No11/12, pp1074-1090, 1998.  * This paper won an ANBAR Citation of Excellence
  • Defining a "brand": beyond the literature with experts' interpretations (with F. Dall'Olmo Riley). Journal of Marketing Management Vol 14, No5, pp417-443, 1998 .  * This paper won an ANBAR Citation of Excellence
  • Expert practitioners’ views on roles of brands:  implications for marketing communications (with F. Dall'Olmo Riley). Journal of Marketing Communications Vol 4, No2, pp.87-100 1998.
  • The chasm between managers' and consumers' views of brands:  the experts' perspectives (with F. Dall'Olmo Riley).  Journal of Strategic Marketing  Vol 5, No2, pp89-104 1997

Books

  • de Chernatony, L. (2010) From Brand Vision to Brand Evaluation (Oxford : Butterworth-Heinemann). This has been translated into Chinese, Russian, Polish and Slovenian.
  • de Chernatony, L., M. McDonald and E. Wallace (2010) Creating Powerful Brands (Oxford: Butterworth Heinemann)
  • de Chernatony L. (2008) Brand Building.  In The Marketing Book, ed M. Baker and S. Hart (Oxford : Butterworth-Heinemann)
  • de Chernatony, L. (1998) Developing an effective brand strategy In The CIM Handbook of Strategic Marketing ed. C.Egan and M.Thomas (Oxford: Butterworth Heinemann).
  • de Chernatony, L. (1998) Brand Management (Aldershot: Ashgate Publishing Limited).
  • Do self-expressive brands create greater brand love and brand advocacy among Facebook users? (with E. Wallace and I. Buil)  European Marketing Academy Conference, Lisbon, May 2012
  • Exploring corporate identity projections through corporate websites: a comparative analysis of banks in Spain and the UK (with R. Bravo, J.M Matute and J. Pina).   European Marketing Academy Conference, Lisbon, May 2012
  • Revisiting brand equity: Evidence from three European countries (with G. Christodoulides, J. Codogan and C. Veloutsou).   European Marketing Academy Conference, Lisbon, May 2012
  • Building bank brands: how leadership style influences branch employee commitment (with E. Wallace and I. Buil).  Paper presented at Thought Leaders in Brand Management 7th International Conference, Lugano, March 2011
  • Methodological issues in cross-cultural branding research (with I. Buil and E. Martinez). Paper presented at Thought Leaders in Brand Management 7th International Conference, Lugano, March 2011
  • Segmenting brand building employees: a profile of front-line employees in the Irish service sector (with E. Wallace).  European Academy of Marketing Conference, Copenhagen, May 2010.
  • From personal values to store brand purchase (with A. Gaspar and F. Coelho).  European Academy of Marketing Conference, Copenhagen, May 2010
  • Strategic thrust or strapline mentality? The role and implementation of the brand in retail banking. (with E. Wallace) Thought Leaders in Brand Management 6 th  International Conference, Lugano, April 2010.
  • A systematic approach to branding Slovenia (with M. Konecnik Ruzzier).  Thought
  • Leaders in Brand Management 6 th  International Conference, Lugano, April 2010.
  • An evolving e-landscape: Synergistic intersections of technology and brand management (with D. Helman and E. Addeo).  Thought Leaders in Brand Management 6 th  International Conference, Lugano, April 2010.
  • The effect of advertising and sales promotions on brand equity (with I. Buil and E.Martinez).  Thought Leaders in Brand Management 6 th International Conference, Lugano, April 2010
  • A model of antecedents and consequences of consumer based brand equity online (wit G. Christodoulides).  Thought Leaders in Brand Management 6 th  International Conference, Lugano, April 2010.
  • Brand extensions evaluations : influences of global or local origin (with N. Iversen and L. Hem).  Thought Leaders International Conference on Brand Management, Athens, April 2009.
  • Modeling the way social interactions build brands internally: implications for service management (with C. Vallaster).  71 st  VHB Annual Congress, Nurnberg, June 2009.
  • Medicion del valor de marca (with I Buil and E. Martinez) Paper presented at Spanish Conference in Marketing, Gran Canaria, September 2009. Paper was awarded the second prize.
  • Creating and implementing brand values in Irish services firms (with E. Wallace).  Thought Leaders International Conference on Brand Management, Athens, April 2009.
  • Brand identity: scale development and validation (with D. Coleman and G. Christodoulides).  Thought Leaders International Conference on Brand Management, Athens, April 2009.
  • Brand equity: a higher-order formative measure (with I. Buil and E. Martinez). Thought Leaders International Conference on Brand Management, Athens, April 2009.
  • Brand extensions evaluations : influences of global or local origin (with N. Iversen and L. Hem).  Thought Leaders International Conference on Brand Management, Athens, April 2009.
  • Modeling the way social interactions build brands internally: implications for services management (with C. Vallaster).  71 st  VHB Annual Congress, Nurnberg, June 2009.
  • A challenging issue for brands : issues, impacts and skills.(with S. Cottam and A. Pirrie)  Thought Leaders International Conference on Brand Management, Birmingham. April 2008.
  • Components of service employee performance (with E. Wallace). Thought Leaders International Conference on Brand Management, Birmingham. April 2008
  • Understanding brand equity and its consequences : a proposed model (with I. Buil and E. Martinez).  Thought Leaders International Conference on Brand Management, Birmingham. April 2008
  • Consumers’ impact on corporate branding: a case for the consumer identity construct (with R. Bello and E. Shiu). Thought Leaders International Conference on Brand Management, Birmingham. April 2008
  • Measuring brand equity : a cross-national validation (with I. Buil and E. Martinez).  European Academy of Marketing Conference, Brighton. May 2008.

Employable Graduates; Exploitable Research