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International Thought Leader on Brand Management


The Chartered Institute of Marketing cite Professor 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 organisations throughout the world develop more effective brand strategies.

No stranger to the commercial world, after graduating with a first class honours degree in Physics Leslie worked in the Marketing Departments of several blue chip organisation gaining consumer and B2B marketing experience. Aware of the lack of models to provide strategic advice about brand building, he moved to the university sector and while on the faculty of the Cranfield School of Management completed his doctorate in brand marketing. This laid the foundation for advancing knowledge about strategic brand management which contributed to his appointment as Professor of Brand Marketing. Leslie’s work bridges both the academic and consulting domains as he advances knowledge about brand management through his research and training (graduate and executive development) and its application in brand consulting projects. With his international expertise, Leslie is Honorary Professor of Brand Marketing at Aston Business School and Managing Partner at Brands Box Marketing and Research Consultancy.

His work is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles.

Insistent that any research on strategic brand management has to be commercially relevant, Leslie continually applies his ideas through his consultancy which provides strategic branding advice. This has been used by organisations internationally such as Aegon Asset Management, Forte Hotels, Tilcon, INM, Remington, Advent International, Muller and Sons Diamonds, Scottish Enterprise, Metro Bank, Promonte (Montenegro), Mars, Morphy Richards and World Health Organisation.

Professor Leslie de Chernatony’s work in brand management is driven by core values:

  • Striving to grow brand value
  • Always being practical
  • Acting with integrity
  • Applying intellectual rigour to projects
  • Developing and communicating leading-edge ideas

Videosclick here

Oxford Learning Labs


There are over 5 hours of downloadable videos produced by Oxford Learning Lab which relate to Principles of Brand Management and also to Strategic Brand Management.

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Publicationsclick here

From Brand Vision to Brand Evaluation Creating Powerful Brands 3rd Edition

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Whether you are looking for a teacher, a consultant or a colleague, Leslie is a great choice. He is demanding, but is rewarding.
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He is notable for the energy and enthusiasm he brings to his sessions and regardless of the level of experience of the audience, there is always something for everyone to take away in terms of new learning, or ideas for improvements in their organisations.
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His years of experience and exposure in building a brand strategy has been filtered to a level that can be easily absorbed.
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