Case Study
Benchmarking Branding and Marketing Roles across Organisations
Business need
An Asia-based marketing procurement and relationship management firm.
Business Objectives / Goals
- The end-client, a financial services firm, planned to upgrade its corporate brand and marketing functions by appointing new Chief Brand Officer (CBO) and Chief Marketing Officer (CMO)
- The client wanted to understand and benchmark how leading companies structure their CBO-led brand management and CMO-led marketing departments / functions / teams
Approach and Methodology
- The team studied the marketing and branding models adopted by leading global brands, looking at:
- Definition, segmentation and overlap between the roles and responsibilities of CBO and CMO
- Evolution of marketing / branding structures and responsibilities at these companies
- Key trends in the ‘C’ level branding and marketing functions and the inclusion of new designations / positions
- Case studies providing insights into the company’s marketing and branding functions
Business outcomes
- Enhanced client understanding of how organisations structure their brand/corporate communications and marketing functions, focusing on the mandate of each function and the relative strengths and weaknesses of the organisation's approach
