Chief Branding Officer

The Chief Branding Officer (CBO) is English-speaking world the term for a person who is responsible for in a company existing brands carries. Accordingly, in the German nomenclature, this is the marketing director. A branding officer is accordingly a marketing department head or his employee.

The CBO is responsible for the development and management of a brand and its sometimes numerous possible applications. Its task is to strategically position the brand on the market, to develop it further and to exploit its entire commercial potential.