Chris Chapleo

Professor Chris Chapleo

  • Professor
  • Dorset House D164, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Chris Chapleo's is a thought leader in Societal Marketing, particularly marketing and branding in the non-profit sector, focusing on marketing for positive change.

He has published and spoken widely on aspects of non-profit marketing, in sectors such as charities, education and commercial corporate social responsibility.

Current projects involve positively influencing health behaviours though marketing, brand orientation in the non-profit sector and branding’s role in educational choice.

Prior to academia he held senior marketing roles in the publishing and leisure sectors, as well as higher education, where his interest in education branding first began. His PhD explored the concept of branding in the higher education sector.

Chris has received external funding for a number of projects including a Knowledge Transfer Partnership with Actisense Research Ltd, and work with non-profit organisations including the Durrell Conservation Trust, South East Coastal Communities and Portsmouth Climate Action Network.


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:

Good health and well-being

"Ensure healthy lives and promote well-being for all at all ages"

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Quality education

"Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all"

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Responsible consumption and production

"Ensure sustainable consumption and production patterns"

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Journal Articles


  • Robson, J., Roy, S.K., Chapleo, C. and Yang, S.H., 2019. Co-creating Brand Identity: the case of UK Higher Education. In: Nguyen, B., Melewar, T.C. and Hemsley-Brown, J., eds. Strategic Brand Management in Higher Education. Routledge.
  • Chapleo, C., 2017. Exploring the Secret of Successful University Brands. Advertising and Branding: Concepts, Methodologies, Tools, and Applications. Vol 1. IGI Global, 288-303.
  • Chapleo, C., 2014. Higher Education Brands and Data: Should Branding Metrics in UK Universities Be Better Informed?’, Using Data to Improve Higher Education. Research, Policy and Practice. Using Data to Improve Higher Education. Research, Policy and Practice. Sense Publishers.. Sense.
  • Chapleo, C. and Reader, P., 2014. Higher education brands and data should branding metrics in U.K. universities be better informed? Using Data to Improve Higher Education: Research, Policy and Practice. 81-91.
  • Chapleo, C., 2013. Exploring the secret of successful university brands. Developing Business Strategies and Identifying Risk Factors in Modern Organizations. 94-108.
  • Chapleo, C., 2010. Branding a university: adding real value or ‘smoke and mirrors’? In: Molesworth, M., Scullion, R. and Nixon, E., eds. The Marketisation of Higher Education and the Student as Consumer. Routledge, 101-114.


  • Chapleo, C., Leijerholt, U. and O'Sullivan, H., 2023. A complex identity and brand structure: insights from the Swedish public sector. In: International Congress on Public and Nonprofit Marketing 7 July-8 December 2022 Braga, Portrugal.
  • Leijerholt, U., Chapleo, C. and O'Sullivan, H., 2018. A brand within a brand in the public sector. In: The Global Brand Conference 6-7 March 2019 Northumbria University.
  • Oliver, J.J., Chapleo, C. and Seyed Esfahani, M., 2018. Brand architecture in the media sector: an examination of network, channel, programme and talent personalities. In: Academy of Marketing Conference. 2-4 July 2018 Stirling, UK.
  • Chapleo, C., Clark, P. and Suomi, K., 2017. Branding a University: effectiveness of internal branding activities on mid level administrators and Deans. In: Academy of Marketing 4-7 July 2017 Hull, UK.
  • Oliver, J., Seyed Esfahani, M. and Chapleo, C., 2017. The importance of media brand personality fit between audience and channel brands; an exploration. In: European Media Management Assocation 10-12 May 2017 Ghent, Belgium.
  • O'Sullivan, H., Chapleo, C. and Garcia Garcia, M., 2016. The role of social media in university brand strategy; an exploration. In: Contemporary Thought in HE Marketing. Academy of Marketing 27 April 2016 Bournemouth University.
  • Oliver, J.J., Chapleo, C. and Seyed Esfahani, 2016. Media brand architecture: managing network, channel, programme and talent personalities. In: European Media Management Association 11-12 May 2017 Ghent University, Belgium.
  • Oliver, J.J., Chapleo, C. and Esfahani, M., 2016. Managing media brands: avoiding multiple personality disorder. In: European Media Management Conference 2-4 June 2016 Porto, Portugal.
  • Chapleo, C. and Suomi, K., 2015. A framework for conceptualising and managing brand identity and reputation in higher education; an exploratory case approach. In: Academy of Marketing 8-10 July 2015 Limerick.
  • Chapleo, C., 2015. The importance of media brand personality fit between audience and channel brands. In: European Media Management Association 27-29 May 2015 Hamburg.
  • Chapleo, C. and Kuoppakangas, P., 2014. ‘Challenges in delivering brand promise - focusing on municipal health care organisations’. In: Academy of Management Conference. 1-5 August 2014 Philadelphia PA.
  • Chapleo, C., 2014. To what extent does the degree of brand personality fit between audience and network/ channel brand influence audience figures? In: European Media Management Association Conference 10-12 June 2014 Tallinn, Estonia. June 2014.
  • Chapleo, C. and Liu, G., 2014. ‘How does Internal Marketing contribute to Employee Brand Building Behaviour? A study of Internal Branding Building Strategy in Social Enterprises’. In: Academy of Marketing Conference, 8 July-11 June 2014 Bournemouth.
  • Chapleo, C., 2014. The effect of increased tuition fees on Higher Education marketing in the UK. In: Association of Business Schools Conference 27-28 February 2014 London.
  • Chapleo, C., 2013. Enhancing Supply Chain Collaboration for Small and Medium Sized Enterprises through Brand Orientation Behavior: An Integrative Approach. In: Academy of Marketing Conference 9-12 July 2013 Cardiff, UK ,.
  • Chapleo, C., Liu, G. and Ko, J., 2013. An exploration of the relationship between brand orientation and organizational performance in the Non-profit Sector. In: Academy of Marketing Conference, 9-12 July 2013 Cardiff. Uk.
  • Chapleo, C. and Winter, E., 2013. An exploration of the effect of service scape on student institution choice in UK universities. In: Academy of Marketing Conference 9-12 July 2013 Cardiff, UK.
  • Chapleo, C. and Abreu, M., 2013. To what extent does the degree of brand personality fit between donors and charities influence donation levels? In: Global Management Conference 22-25 May 2013 Lisbon, Portugal.
  • Chapleo, C., 2010. An exploration of successful university brands. In: EMAC 2010: 39th EMAC Conference 1-4 June 2010 Copenhagen Business School, Denmark.
  • Chapleo, C., 2010. Are UK universities marketing themselves effectively to UK blue chip employers? In: 5th International Conference of Higher Education Marketing (ICHEM) 29-31 March 2010 Southampton Solent University, England.
  • Chapleo, C., Castillo Díaz, A. and Cardur, M.V., 2009. Online branding in British universities: an exploration of the online communication of British universities. In: 4th International Conference of Higher Education Marketing 1-3 April 2009 Guimaraes, Portrugal.
  • Chapleo, C. and Simms, C., 2009. Stakeholder prioritisation in the higher education sector: a case study of the University of Portsmouth. In: 4th International Conference of Higher Education Marketing 1-3 April 2009 Guimaraes, Portrugal.
  • Chapleo, C. and Mighall, R., 2009. What exactly is the purpose of branding the university? In: Discovering Futures: Successful Branding in Higher Education 23 April 2009 London School of Economics.
  • Chapleo, C., 2008. Successful university brands explored. In: CASE Europe Annual Conference 28 August 2008 Brighton, England.
  • Chapleo, C., 2008. An exploration of 'Successful' university brands using repertory grid. In: Portsmouth Business School Research and Knowledge Transfer Conference 10 June 2008 Portsmouth University, England.
  • Chapleo, C., 2008. Challenges of UK universities brand building through their websites. In: E-branding July 2008 Badajoz, Spain.
  • Chapleo, C., 2008. What defines 'successful' university brands? In: International Conference of Higher Education Marketing (ICHEM) 2008 2-3 April 2008 Krakow, Poland.
  • Chapleo, C., 2006. Is there evidence of successful brands among UK universities? In: 4th International Conference on Business, Economics, Management and Marketing 26-28 June 2006 Athens, Greece.
  • Chapleo, C., 2004. Chief Executives of UK Universities interpretation and attitudes to branding. In: Eighth International Symposium of Public Sector Management (IRSPM VIII) 31 March-4 April 2004 Budapest, Hungary.
  • Chapleo, C., 2004. Communications as strategic activity. In: IPR Conference June 2004 Salford, England.
  • Chapleo, C., 2003. Brand Management. In: CASE Conference 10-12 September 2003 Cardiff, Wales.
  • Chapleo, C., 2003. Brand Management. In: HEIST October 2003 London.
  • Chapleo, C., 2003. Brand Management. In: HEERA December 2003 Warwick, England.




  • Actisense Knowledge Transfer Partnership (Innovate UK, 01 Jan 2020). Completed
  • European Media Management Association Summer School. (EMMA, 10 Aug 2017). Awarded
  • Shampoo Marketing Analysis (Which?, 01 Jan 2016). Awarded

External Responsibilities

  • Academy Of Marketing - Marketing of HE SIG, SIG c--chair (2016-)

Internal Responsibilities

  • Unit of Assessment Lead, BU Research Excellence Framework

Public Engagement & Outreach Activities

  • Personalisation in Marketing (25 May 2022)
  • Internal Marketing & Branding; Non Profit Marketing Starts from the Inside (18 May 2021)
  • Westminster Higher Education Forum Keynote Seminar: Accelerated degrees and credit Transfer – putting the Higher Education and Research Act into practice. 22 January 2018. (22 Jan 2018)
  • Your brand is your biggest asset (11 Jun 2015)
  • Academy of Marketing SIG Co-Chair


  • PhD in Branding (University of Portsmouth, 2011)
  • MA in Marketing (Southampton Business School, 1998)
  • BA (Hons) in Business Studies (Brunel University, 1991)
  • Chartered Institute of Marketing Diploma in Marketing (CIM, 1990)


  • Academy of Marketing, HE Marketing SIG Co-Chair (2016-),
  • Academy of Marketing, Member (2014-2017),
  • Higher Education Academy, Senior Fellow,
  • Insitute for Small Business and Entrepreneurship, Member,

External Media and Press