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Leslie de Chernatony


Leslie de Chernatony BSc, PhD, FCIM, FMRS is Professor of Brand Marketing at Università della Svizzera italiana, Lugano, Honorary Professor at Aston Business School, Birmingham and Managing Partner at Brands Box Marketing & Research Consultancy.
No stranger to the commercial world, after graduating with a first class honours degree in Physics, Leslie worked in the Marketing Departments of several international corporations. Intrigued by the challenge of brand building in an era of growing retailer power, he moved to the university sector and while on the faculty of the Cranfield School of Management completed his doctorate in brand marketing. His research is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, several of which have won best paper prizes. Leslie was elected a Fellow of the Chartered Institute of Marketing and also a Fellow of the Market Research Society. He is a Liveryman of the Worshipful Company of Marketors.
Leslie´s work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences. Winning several major research grants helped him and his team investigate factors associated with brand success. He sits on the Editorial Boards of numerous journals.
A firm advocate of the need for managers to benefit from his work on brand marketing, he has run many highly acclaimed management development workshops throughout Europe, the USA, the Middle East, Far East, Asia and Australia. His advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an expert witness in court cases over branding issues.


Leslie´s research focuses on brand management. Brands are the result of strategic insight, visionary thinking, motivating values, aligned commitment and creativity. Branding a promise to customers can only be delivered by making staff aware of the exact form of the promise and engendering their enthusiasm to passionately believe in their role as brand builders. Some of the topics being investigated include:

  • Market driving brands which break market conventions.
  • Techniques to enhance the alignment of values between a brand, its managers, staff and customers in order to improve brand performance.
  • Characteristics and processes associated with successful services brands
  • How emotional values contribute to the success of business to business brands
  • Understanding the contribution of corporate identity and organisational culture as drivers of brand success.
Leslie has successfully supervised PhD students on a variety of branding topics.