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Leslie de Chernatony

    20092018
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    Personal profile

    General

    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.

     

    Leslie held a Visiting Professorship at the Madrid Business School and is Visiting Professor at Thammasat University, Bangkok and also Visiting Professor at University of Ljubljana in Slovenia.

     

    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.

    Research Interests

    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.

    Qualifications

    BSc, PhD, FCIM, FMRS

    Fingerprint Dive into the research topics where Leslie de Chernatony is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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    Research Output 2009 2018

    • 25 Article
    • 4 Paper
    • 2 Special issue
    • 1 Other chapter contribution
    Open Access
    File
    facebook
    social media
    donation
    self-esteem
    purchase

    Brand Identity Management and Corporate Social Responsibility: an analysis from employees’ perspective in the banking sector

    Bravo, R., Buil, I., De Chernatony, L. & Martínez, E., 21 Apr 2017, In : Journal of Business Economics and Management. 18, 2, p. 241-257

    Research output: Contribution to journalArticle

    Corporate Social Responsibility
    Identity management
    Banking sector
    Brand identity
    Employees

    Managing brand identity: effects on the employees

    Bravo, R., Buil, I., de Chernatony, L. & Martínez, E., 2017, In : International Journal of Bank Marketing. 35, 1, p. 2-23 22 p.

    Research output: Contribution to journalArticle

    Identity management
    Brand identity
    Employees
    Empirical study
    Partial least squares

    When does “liking” a charity lead to donation behaviour? exploring conspicuous donation behaviour on social media platforms

    Wallace, E., Buil, I. & de Chernatony, L., 10 Jul 2017, In : European Journal of Marketing. 51, 11-12, p. 2002-2029 28 p.

    Research output: Contribution to journalArticle

    Social media
    Donation behavior
    Charity
    Liking
    Conspicuous consumption

    My Brand? Your Brand? Or Our Brand? Integrating Front-Line Employees Post an Acquisition

    Glanfield, K., De Chernatony, L. & Suvatjis, Y., 28 Jun 2016, Rediscovering the Essentiality of Marketing. : Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Petruzzellis, L. & Winer, R. (eds.). p. 663-675 Chapter 126. (Rediscovering the Essentiality of Marketing).

    Research output: Chapter in Book/Report/Conference proceedingOther chapter contribution

    Frontline employees
    Employees
    Corporate brand
    Organizational identification
    Firm performance

    Prizes

    Best Paper Award

    Leslie de Chernatony (Recipient), Dec 2014

    Prize: Prize (including medals and awards)

    Emergency services

    Activities 2009 2009

    • 1 Membership of network

    Institute of Practitioners in Advertising (External organisation)

    Leslie de Chernatony (Member)
    2009

    Activity: Membership typesMembership of network