Growing Brands through a Recession, January 21, 2010

Professor Leslie de Chernatony BSc PhD FCIM FMRS

Leslie is Professor of Brand Marketing at Universita della Svizzera italiana, Lugano, Switzerland, Honorary Professor of Brand Marketing at Aston Business School and Managing Partner of Brands Box Marketing & Research Consultancy.  Having made a significant contribution to advancing knowledge about brand management, he now bridges the advancement of brand knowledge in his academic role with the application of brand knowledge in his consultancy role.  The Chartered Institute of Marketing cite Prof 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 many organisations 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 corporations.  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 with his subsequent Professorships at the Open University Business School followed by Birmingham University Business School.  His research on brand marketing is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes.  Both the Chartered Institute of Marketing and the Market Research Society recognised his contribution to advancing understanding about strategic brand management by honouring him with Fellowship status.  He is also a Freeman 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.

Leslie held a Visiting Professorship at the Madrid Business School and is Visiting Professor at Thammasat University, Bangkok.

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, Asia and Australia and 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.

Dr. Elaine Wallace, BComm, MBS, MII Grad, Ph.D.

Dr. Elaine Wallace is a Lecturer in Marketing and Associate Head of Development and Promotion at the J.E. Cairnes School of Business & Economics at the National University of Ireland, Galway, Ireland.  Having graduated with an honours degree in Commerce, Elaine spent seven years in marketing roles within Unilever, Glaxo SmithKline, Siemens and Boots Healthcare.  She has worked as a lecturer at NUI Galway since 2000. Elaine has developed and lectures on programmes in Brand Management and Branding Strategy, at undergraduate and postgraduate level.  She also teaches Brand Management, Brand Strategy, The Marketing of Services, and a number of Executive Education courses in Marketing.  She completed her doctorate at the University of Birmingham, working with Professor de Chernatony in the Centre for Research in Brand Marketing.  Her research focused on the relationship between the front line employee and the service brand.  Specifically it examined the components of front line performance and the antecedents of Brand Championship. Elaine has published in international journals and presented at a number of international conferences.