- published: 08 Oct 2013
- views: 1238
A chief brand officer (CBO) 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.
Notable companies that currently employ a CBO include:
In an article discussing the rebranding of South Africa, Solly Moeng reports that there is an increasing need for chief brand officers in public organizations. The need for brand officers is due to the lack of brand leadership and is causing the long-term failure of brands being fast-tracked through their growth process.