Honorary Professor of Brand Marketing
Marketing Group
Qualifications
BSc, PhD, FCIM, FMRS
Profile
Leslie is Honorary Professor of Brand Marketing, Professor of Brand Marketing at Universita della Svizzera italiana, Lugano, Switzerland 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. He sits on the Editorial Boards of several journals.
Leslie held a Visiting Professorship at the Madrid Business School and is Visiting Professor at Thammasat University, Bangkok.
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:
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Market driving brands which break market conventions.
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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.
Publications
Refereed Journal Articles
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
Conference Papers
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 6th International Conference, Lugano, April 2010.
A systematic approach to branding Slovenia (with M. Konecnik Ruzzier). Thought
Leaders in Brand Management 6th 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 6th 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 6th 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 6th 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). 71st 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). 71st 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.
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).
