Stengel will teach a course in brand marketing starting in the 2009/10 academic year on a pay-per-class basis.

He first got involved with the university earlier this year when he sponsored a competition for students to create a marketing plan for his new book, Packaged Good.

After a seven-year spell at P&G, Stengel formed his own research and “thought leadership” consultancy, Jim Stengel LLC. He also sits on the board of marketing analytics agency Marketshare Partners and is a director at Motorola.

Stengel said: “The creativity, energy and unfettered thinking that I’ve found at UCLA Anderson is exactly what I was looking for in a university affiliation. The academic leadership and marketing professors have a like-minded point of view on branding and are committed to breaking new ground and embracing new thinking – that’s very important to me.”