February 2006, 4 pages
Interview by: Sarah Powell
Leslie de Chernatony is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at the Business School, University of Birmingham.
He is currently also Visiting Professor at Thammasat University, Bangkok and at the University of Lugano. He previously held a visiting professorship at the Madrid Business School.
A frequent presenter at international conferences and author and co-author of numerous books and articles on brand management, Leslie de Chernatony has acted as a brand consultant to a wide range of organizations seeking to develop more effective brand strategies, and runs brand management workshops throughout the UK, Europe, Asia and the Far East. He is an experienced expert witness in legal cases involving branding issues in commercial and competition cases. His 2001 book From Brand Vision to Brand Evaluation, which was also published in Chinese, Polish and Slovenian, has been updated and is due for republication in April 2006.
In this interview, Leslie de Chernatony talks about the concept of brands as a cluster of functional and emotional values and the challenges posed to marketers in growing and sustaining a competitive advantage.
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