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email: dechernatony@btinternet.com

International Thought Leader on Brand Management

Publications

4th edition of Creating Powerful Brands is coming soon

Professor Leslie de Chernatony is widely published in leading academic journals. Scroll below to see a list of some of his publications, or download a PDF copy. If you would like a copy of any paper, please email Leslie.

Professor de Chernatony has written several books, edited books and has had chapters printed in books. Two of his more recent books are From Brand Vision to Brand Evaluation and also Creating Powerful Brands (both published by Butterworth-Heinemann).


From Brand Vision to Brand Evaluation

From Brand Vision to Brand Evaluation


"If you are a guardian of brands, a builder of brands or an observer, buy this book! It is stuffed full of brilliant examples, practical guides, intellectual challenge and original thinking. It really is the definitive brand book. Enjoy!"

Tim Pile
Chief Executive, Cogent

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This book starts from the premise that brands thrive as a result of meeeting the needs of stakeholders, not just customers.  It shows that, as intangible assets, there are diverse interpretations of brands and it puts forward a unifying definition of a brand and a framework to characterise brands.  Looking both inside an organisation, and also paying attention to external stakeholders, a model is explained which can be used to strategically grow and strengthen brands.  The elements of this model are explained in detail in the chapters of this book.  The material is brought to life through numerous examples and a collection of advertisements.  Marketing action checklists are provided at the end of each chapter to enable readers to apply frameworks.

This book is backed by 2.5 hours of on-line video produced by Oxford Learning Lab.


"This third edition consolidates Prof de Chernatony's position as one of the leading academics in brand management. What is distinctive is the skillful integration of the latest academic thinking and the state of the art practices."

Professor Rod Brodie
University of Auckland Business School, New Zealand

"It isn't very often that a book comes along that I wish I had written, but this is definitely one of them."

Emeritus Professor Malcolm McDonald
Cranfield Business School

"Prof de Chernatony gives abundant, doable exercises, taking the user from observed behaviours to implied values and back again. This book will help brand and reputation managers and their advisors to understand, develop and deliver authentic, consistent brands."

Venitia Howes
formerly Global Brand Strategy Manager, Shell

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Creating Powerful Brands

Creating Powerful Brands


"..this book offers an excellent combination of leading edge practice, academic rigour and effective communication."

Professor JC Larreche
INSEAD

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The purpose of this book is to provide a foundation in brand management. In doing so this book clarifies the role and nature of brands and helps students and managers appreciate the issues that are critical to brand success. The 12 chapters of the book are structured into 3 parts.

Part One focuses on the bedrock of brand management. Best practices in brand marketing are addressed along with an overview of issues in planning for brand success.

Part Two explores brand management in different sectors. In the consumer sector the book considers how consumers choose brands and ways managers can influence brand choice. By understanding the psychological and social aspects of consumer brands it is possible to appreciate how to capitalise on the importance of brand values, brand personality and brand relationships. Business to business branding is addressed, as is services branding. The importance of manufacturers and retailers developing a win-win scenario is explored. Thriving with brands on the internet is discussed.

In the third part of the book techniques to win the branding battle are explored. The importance of adopting a strategic perspective on positioning is addressed and the critical importance of finding added values is explored. Ensuring consistent brand values over time is addressed as is the importance of monitoring brand equity and valuing brands. The material is brought to life through numerous examples and a collection of advertisements. Marketing action checklists are provided at the end of each chapter to enable readers to apply frameworks.

This book is backed by 2.5 hours of on-line video produced by Oxford Learning Lab.


"If I had one book on brands to take with me to a marketing desert island it would be this one. The authors' enthusiasm for, and knowledge of, brands is jam-packed between these covers. This book is an absolutely comprehensive summary of the latest thinking in brand building. But more than that, action lists at the end of each chapter create a valuable template for how you can create a powerful brand."

Nick Kendall
Bartle Bogle Hegarty Ltd, UK

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Show List of Published Journal Articles


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

Harnessing the power of database marketing (with J. Lewington and A. Brown). Journal of Marketing Management Vol 12, No4, pp329-346, 1996

Validating a method for mapping managers' mental models of competitive industry structures (with K. Daniels and G. Johnson).  Human Relations   Vol 48, No9, pp975-991, 1995

International branding - demand or supply driven opportunity? (with C. Halliburton and R. Bernath) International Marketing Review  Vol 12, No2, pp9-21, 1995

Competitive positioning strategies mirroring sellers' and buyers' perceptions? (with K. Daniels and G. Johnson)   Journal of Strategic Marketing  Vol 2, No 3, (Sept), pp229-248, 1994.

Developing a more effective brand positioning (with K. Daniels).  Journal of Brand Management Vol 1, No 6, pp373-379, 1994.

Differences in cognitions of competition (with K. Daniels and G. Johnson). British Journal of Management Vol 5, Special Issue (June), ppS21-S29, 1994.

A cognitive perspective on managers' perceptions of competition (with K. Daniels and G. Johnson).  Journal of Marketing Management Vol 9, No 4, pp373-381, 1993.

Categorising brands:  evolutionary processes underpinned by two key dimensions. Journal of Marketing Management, Vol 9, (2), pp 173-188, 1993.

Brand pricing in a recession (with S. Knox and M. Chedgey).  European Journal of Marketing Vol 26, (2), pp5-14, 1992.

The strategic implications of clarifying how marketers interpret "brands" (with G. McWilliam).  Journal of Marketing Management. Vol 5, (2), pp153-171, 1989.

Understanding consumers' perceptions of competitive tiers - can perceived risk help? Journal of Marketing Management. Vol 4, (3), pp288-299, 1989.

Marketers' and consumers' concurring perceptions of market structure?  European Journal of Marketing. Vol 23, (1) pp 7-16, l989.

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Oxford Learning Labs

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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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Upcoming Conferencesclick here

10-12 March 2011
Lugano

"The Thought Leaders International Conference on Brand Management seeks to engender the advancement of knowledge about brand management amongst scholars by disseminating new research and by encouraging the evolution of new research themes. It also aims to narrow the gap between academia and professionals by having presentations from internationally renowned practitioners whose significant senior experience is regarded as being at the cutting edge of application."

http://www.brand-management.unisi.ch

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An Encyclopedic guide to understanding and managing brands relevant to both business and academic readers, thorough, pragmatic and packed with example.
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Creating Powerful Brands has been an elusive goal of most financial services companies. This book provides everything needed to devise and implement a successful branding strategy.
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