| 词条 | Chief brand officer |
| 释义 |
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] Some of the more notable organizations to establish 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] and All Elite Wrestling.[8] See also
References1. ^Neumeier, Marty (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Berkeley, CA : New Riders Publishing. {{Corporate titles}}2. ^Scott Bedbury, Stephen Fenichell. (2003), A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. Penguin. 3. ^{{cite web|title=Who is the brand daddy?|url=http://www.landor.com/pdfs/k9/AWelch_BrandDaddy_26Mar08.pdf|work=Brand Strategy|publisher=Landor Associates|accessdate=15 October 2012|author=Andrew Welch|date=March 2008|deadurl=yes|archiveurl=https://web.archive.org/web/20131007215924/http://www.landor.com/pdfs/k9/AWelch_BrandDaddy_26Mar08.pdf|archivedate=7 October 2013|df=}} 4. ^{{cite news|title=Citigroup appoints chief brand officer|url=http://www.bankingtimes.co.uk/2011/03/17/citigroup-appoints-chief-brand-officer/|accessdate=15 October 2012|newspaper=Banking Times|date=March 17, 2011|location=London}} 5. ^{{cite news|title=McDonald's Names Brand Chief|url=https://www.wsj.com/articles/SB10001424052748703399204576108410917398584|accessdate=15 October 2012|newspaper=Wall Street Journal|date=January 27, 2011}} 6. ^{{cite news|last=Johnson|first=Joe|title=Stephanie McMahon Promotion Leaves Triple H in Charge of WWE Creative|url=http://bleacherreport.com/articles/1877506-stephanie-mcmahon-promotion-leaves-triple-h-in-charge-of-wwe-creative|accessdate=5 December 2013|newspaper=Bleacher Report|date=5 December 2013}} 7. ^{{cite news|title=Mattel Appoints Richard Dickson Chief Brands Officer|url=http://www.marketwatch.com/story/mattel-appoints-richard-dickson-chief-brands-officer-2014-05-19?reflink=MW_news_stmp|accessdate=May 19, 2014|newspaper=Market Watch|date=May 19, 2014}} 8. ^{{cite web|url=https://www.f4wonline.com/other-wrestling/aew-notes-brandi-rhodes-double-or-nothing-rally-273731|title=AEW notes: Brandi Rhodes, Double or Nothing rally|date=3 January 2019|publisher=Wrestling Observer Newsletter|accessdate=January 4, 2019}} 5 : Business occupations|Management occupations|Brand management|Product management|Corporate titles |
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