ABSTRACT

CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise.

The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes ‘lessons learned’ and many examples that illustrate how companies can measure and manage the CEO brand.

This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand.

For more information, visit www.ceobranding.org

chapter |18 pages

The 4Ps of CEO branding

part I|12 pages

CEO Branding Process

chapter 2|20 pages

CEO brand development

The Role of Executive Brand Motivation

chapter 3|17 pages

CEO branding

How Perception Defines Reality

part II|16 pages

CEO Reputation and Firm Performance or Reputation

chapter 6|23 pages

How does CEO reputation matter?

Impact of CEO Reputation on Corporate Reputation and Performance

chapter 7|17 pages

CEO RepTrak®

Assessing the Reputation of Top Executives

part III|20 pages

CEO Personality and Firm Performance or Reputation

chapter 8|18 pages

Do personal traits matter?

CEOs' and Directors' Risk-Taking and Environmental Firm Performance

chapter 9|22 pages

Competent or ethical?

Impact of CEO Characteristics on Corporate Reputation

chapter 11|16 pages

Sharing the throne

Co-CEO and Co-Chairman Leadership Structure and Firm Performance

part IV|22 pages

The CEO (Person) and Firm Performance or Reputation