Chief brand officer

A chief brand officer (CBO) is a relatively new executive-level position at a corporation, company, organization, or agency, which typically reports to the CEO or board of directors and is responsible for a brand's image, experience, and promise. The brand officer oversees marketing, advertising, design, public relations, and customer service.^[1][2][3] Some of the more notable organizations to establish a CBO position include the American Automobile Association, ElevenUp Group, Baskin-Robbins, Bell Canada, Boston Market, Citigroup,^[4] McDonald's,^[5] WWE,^[6] and Mattel.^[7]

See also

• Brand implementation
• Brand management
• Brand orientation
• Brand strategy

References

1. Neumeier, Marty (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Berkeley, CA : New Riders Publishing.
2. Scott Bedbury, Stephen Fenichell. (2003), A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. Penguin.
3. Andrew Welch (March 2008). "Who is the brand daddy?" (PDF). Brand Strategy. Landor Associates. Retrieved 15 October 2012.
4. "Citigroup appoints chief brand officer". Banking Times. London. March 17, 2011. Retrieved 15 October 2012.
5. "McDonald's Names Brand Chief". Wall Street Journal. January 27, 2011. Retrieved 15 October 2012.
6. Johnson, Joe (5 December 2013). "Stephanie McMahon Promotion Leaves Triple H in Charge of WWE Creative". Bleacher Report. Retrieved 5 December 2013.
7. "Mattel Appoints Richard Dickson Chief Brands Officer". Market Watch. May 19, 2014. Retrieved May 19, 2014.