Steering committee

Leslie de Chernatony, Chairman
Università della Svizzera italiana, Switzerland and Aston Business School, UK


Leslie de Chernatony is Professor of Brand Marketing at Università della Svizzera italiana, Lugano, Switzerland, Honorary Professor of Brand Marketing at Aston Business School, Birmingham, UK and  Managing Partner at Brands Box Marketing & Research Consultancy.  Winning several  grants has helped his research which in broad terms addresses factors that drive brand success.  His research on brand marketing is globally disseminated through his books, international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes.  Leslie is a Fellow of the Chartered Institute of Marketing and a Fellow of the Market Research Society.


Bill Merilees
Griffith Business School, Australia

Professor Bill Merrilees is currently in the Griffith Business School as Head of the Department of Marketing, based on the Gold Coast campus. Bill is also associated with the Services Industry Research Centre. He has worked in both academia and the government. He has a Bachelor of Commerence (Hons I) from the University of Newcastle, Australia, and an MA and Ph.D. from the University of Toronto, Canada. He has acted as consultant to companies such as Shell, Westpac and Jones Lang Lasalle at the large end, down to middle- size companies such as accountants and even very small firms such as florists. Bill particularly enjoys conducting case research as it builds a bridge to the real world. He has published more than 70 refereed journal, articles or book chapters. Six of his articles have been in the e-commerce field, including the Journal of Relationship Marketing, the Journal of Business Strategies, the Corporate Reputation Review and Marketing Intelligence and Planning. This work includes innovative scale development in the areas of e-interactivity, e-branding, e-strategy and e-trust



Isabel Buil
University of Zaragoza, Spain


Dr. Isabel Buil is Assistant Professor in the Department of Marketing Management at the University of Zaragoza, Spain. She has several research areas of special interest that include brand equity, branding in financial services and cause-related marketing.



Joana César Machado
Universidade Católica Portuguesa, Portugal


Joana César Machado is Professor of Marketing at the Catholic University of Portugal, where she researches and teaches in brand management and communication. Her doctoral research at ISCTE Business School was dedicated to the perception of brand identity signs, an area in which she has completed extensive research, and on which she has frequently presented papers at international conferences. Together with a group of Portuguese and Brazilian authors, she co-wrote “O Livro da Marca” (The Brand Book), which is a book of reference on branding in Portugal.



George Christodoulides
The Birmingham Business School, United Kingdom


Dr George Christodoulides is a Senior Lecturer at the University of Birmingham Business School. His research focuses on the conceptualization and measurement of brand equity and the impact of interactive technologies on the consumer brand relationship.



Colin Jevons
Monash University, Australia


Colin Jevons is senior lecturer in marketing at Monash University, Australia, and holds a PhD in brand management.  His work has been published in a variety of journals including the Journal of Business Research, Journal of Advertising Research, Journal of Advertising, European Journal of Marketing, International Marketing Review, Journal of Marketing Management and Journal of Product and Brand Management.  He has won best paper awards at conferences in both the UK and USA, and is on the editorial boards of three international journals.



Andreina Mandelli, 2012 Conference Chair

SDA Bocconi, Milan, Italy; Università della Svizzera italiana, Switzerland

Andreina Mandelli is Professor of Communication and Marketing at SDA Bocconi, School of Management, Milan (Italy). She also is an adjunct Professor at the Università della Svizzera italiana, Lugano (Switzerland), and visiting scholar at UCLA, Anderson School of Management, Los Angeles (USA). She is senior research fellow at the ‘Center for the Digital Future’ at the Annenberg School for Communication and Journalism, University of Southern California, Los Angeles (USA). She also coordinates a research project called ‘Digital Markets’ at Università della Svizzera italiana.


Ivan Snehota
Università della Svizzera italiana, Switzerland


Ivan Snehota is Professor of Marketing and Director of the Institute of Marketing and Communication Management (IMCA) at Università della Svizzera italiana (USI). He is also Director of the Master of Marketing (Faculties of Communication Sciences and of Economics). He is co-founder of the research group IMP (Industrial Marketing and Purchasing) and member of the scientific board at the Prague University of Economics. He has published several books and articles related to business theory and development, dynamics of industrial markets and business-to-business marketing.



Cleopatra Veloutsou
University of Glasgow, UK


Dr. Cleopatra Veloutsou is a Senior Lecturer in Marketing in the Business School of the University of Glasgow. Her primary research interest is on Brand Management and Marketing Organisation and she has also worked in Relationship Marketing and Marketing Communications. She has published over 25 articles in these areas and her papers have appeared in various academic journals, she serves on the editorial board and has guest edited issues of several Journals including the Journal of Business Research, the Journal of Brand Management and the European Journal of Marketing and her research has been awarded (Highly Commended Award for her paper published in the European Journal of Marketing in 2005). She is currently working on an ESCR grand for a project on consumer Brand Equity with George Christodoulides and Leslie de Chernatony. She has been involved with the Thought Leaders International Conference on Brand Management for several years and was the Conference Chair of the 5th Thought Leaders International Conference in 2008.



Nina Volles
Università della Svizzera italiana, Switzerland


Nina Volles has been Managing Director of the Executive Master of Science in Communications Management (MScom) Program since 2004.



Elaine Wallace
National University of Ireland, Ireland


Elaine Wallace is a lecturer in Marketing in the J. E. Cairnes School of Business & Economics, at the National University of Ireland Galway.  Her research interests include Brand Management, Services Branding, Brand Champions and Saboteurs, and Brand Equity. He research has appeared journals such as the Journal of Marketing Management, Service Industries Journal, and the Journal of Product and Brand Management.   She is coauthor of ‘Creating Powerful Brands’, 4th Edition with Professors Leslie de Chernatony and Malcolm McDonald.