Chief brand officer


Chief brand officer

A chief brand officer (CBO) is a relatively new executive level position at a corporation, company, organization, or agency, typically reporting directly to the CEO or board of directors. The CBO is responsible for a brand's image, experience, and promise, and propagating it throughout all aspects of the company. The brand officer oversees marketing, advertising, design, public relations and customer service departments. The brand equity of a company is seen as becoming increasingly dependent on the role of a CBO.[1][2][3][4]

Contents

Current CBOs

Notable companies that currently employ a CBO include:

International use

In an article discussing the rebranding of South Africa, Solly Moeng reports that there is an increasing need for chief brand officers in public organizations. The need for brand officers is due to the lack of brand leadership and is causing the long-term failure of brands being fast-tracked through their growth process.[10]

See also

References

  1. ^ Neumeier, Marty (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Berkekley, CA : New Riders Publishing.
  2. ^ Allaboutbranding.com
  3. ^ Corporate-eye.com
  4. ^ Scott Bedbury, Stephen Fenichell. (2003), A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. Penguin.
  5. ^ Dunkindonuts.com
  6. ^ Brown-forman.com
  7. ^ Starwoodhotels.com
  8. ^ Bell announces strategic 3G wireless network investment, MarketWatch, October 10, 2008
  9. ^ Ericsson.com
  10. ^ Solly Moeng, Rebranding South Africa, iol.co.za, 29 October 2008

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