Chief brand officer

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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] Organizations that have established a CBO position include the American Automobile Association, ElevenUp Group, Baskin-Robbins, Bell Canada, Boston Market, Citigroup,[4] McDonald's,[5] WWE,[6] Mattel,[7] All Elite Wrestling,[8] Globant, and AT&T.[9]

See also[edit]


  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. Archived from the original (PDF) on 7 October 2013. Retrieved 15 October 2012.
  4. ^ "Citigroup appoints chief brand officer". Banking Times. London. March 17, 2011. Archived from the original on 18 December 2013. 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.
  8. ^ "AEW notes: Brandi Rhodes, Double or Nothing rally". Wrestling Observer Newsletter. 3 January 2019. Retrieved January 4, 2019.
  9. ^