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Personal profile


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.




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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  • Best Paper Award

    de Chernatony, Leslie (Recipient), Dec 2014

    Prize: Prize (including medals and awards)