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. 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, McDonald's, WWE, and Mattel.