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]

Current CBOs

Notable companies that currently employ a CBO include:

• Srinivas Kumar, Baskin-Robbins Worldwide
• Michael Keller, Dairy Queen
• Will Kussell, Dunkin' Brands, Inc.^[5]
• Trey Hall, Boston Market Corporation
• Phil Mcaveety, Luxury Collection
• Mark I. McCallum, Brown-Forman Corporation^[6]
• Phil McAveety, Starwood Hotels & Resorts Worldwide, Inc.^[7]
• Wade Oosterman, Bell Canada^[8]
• Ken Block, DC Shoes
• Cesare Avenia, Ericsson^[9]

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

• Brand implementation
• Brand management
• Brand orientation

References