Chief brand officer
Encyclopedia
A chief brand officer 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.
Board of directors
A board of directors is a body of elected or appointed members who jointly oversee the activities of a company or organization. Other names include board of governors, board of managers, board of regents, board of trustees, and board of visitors...
. The CBO is responsible for a brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
's image, experience, and promise, and propagating it throughout all aspects of the company. The brand officer oversees marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, design
Design
Design as a noun informally refers to a plan or convention for the construction of an object or a system while “to design” refers to making this plan...
, public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
and customer service
Customer service
Customer service is the provision of service to customers before, during and after a purchase.According to Turban et al. , “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer...
departments. The brand equity
Brand equity
Brand equity is the marketing effects and outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. Fact of the well-known brand name is that, the company can sometimes charge premium prices from the consumer . And,...
of a company is seen as becoming increasingly dependent on the role of a CBO.
Current CBOs
Notable companies that currently employ a CBO include:- Srinivas Kumar, Baskin-RobbinsBaskin-RobbinsBaskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, with more than 5,800 locations, 2,800 of which are...
Worldwide - Michael Keller, Dairy QueenDairy QueenDairy Queen, often abbreviated DQ, is a chain of soft serve and fast food restaurants owned by International Dairy Queen, Inc, who also owns Orange Julius and Karmelkorn. The name "Dairy Queen" is taken from the name of their soft serve product, which the company refers to as "Dairy Queen" or...
- Will Kussell, Dunkin' BrandsDunkin' BrandsDunkin' Brands Group, Inc. runs several chains of fast-food restaurants. It is headquartered in Canton, Massachusetts.-History:On December 12, 2005, Pernod Ricard, who had just taken control of Allied Domecq, announced plans to sell the Dunkin' Brands group...
, Inc. - Trey Hall, Boston MarketBoston MarketBoston Market, known as Boston Chicken until 1995, headquartered in Golden, Colorado, is a chain of American fast casual restaurants. It is owned by private equity firm Sun Capital Partners, headquartered in Boca Raton, Florida.-History:...
Corporation - Phil Mcaveety, Luxury Collection
- Mark I. McCallum, Brown-Forman CorporationBrown-Forman CorporationThe Brown-Forman Corporation is one of the largest American-owned companies in the spirits and wine business.Some well-known brands of the corporation include Jack Daniel's, Southern Comfort, Finlandia Vodka, Woodford Reserve Bourbon, Canadian Mist, Early Times, Old Forester, and Korbel champagne.-...
- Phil McAveety, Starwood Hotels & Resorts WorldwideStarwood Hotels & Resorts WorldwideStarwood Hotels and Resorts Worldwide, Inc. is a hospitality ownership and management organization, headquartered in White Plains, New York. One of the world's largest hotel companies, it owns, operates, franchises and manages hotels, resorts, spas, residences, and vacation ownership properties...
, Inc. - Wade Oosterman, Bell CanadaBell CanadaBell Canada is a major Canadian telecommunications company. Including its subsidiaries such as Bell Aliant, Northwestel, Télébec, and NorthernTel, it is the incumbent local exchange carrier for telephone and DSL Internet services in most of Canada east of Manitoba and in the northern territories,...
- Ken BlockKen BlockKen Block is a songwriter, guitarist and lead singer of the rock band Sister Hazel. Ken plays acoustic guitar. He also helped produce the band's first CD in 1994. His debut solo effort Drift was released on December 9, 2008....
, DC ShoesDC ShoesDC Shoes is an American company that specializes in footwear for extreme sports, skateboarding, snowboarding as well as snowboards, shirts, jeans, hats, and jackets.The company was founded in 1993 by Ken Block and Damon Way, and is based in Vista, California... - Cesare Avenia, EricssonEricssonEricsson , one of Sweden's largest companies, is a provider of telecommunication and data communication systems, and related services, covering a range of technologies, including especially mobile networks...