CEO Branding Theory and Practice [Hardcover]

CEO Brandingadvances 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

Part I CEO Branding Process 1.The power and purpose of a CEO brand 2. CEO brand development: The role of executive brand motivation 3. CEO branding: How perception defines reality 4. CEO brand disaster avoidance kit Part II CEO Reputation and Firm Performance or Reputation 5. The causes and relations of corporate and CEO reputation 6. How does CEO reputation matter?  Impact of CEO reputation on corporate reputation 7. CEO RepTrak?: Assessing the reputations of top corporate executives Part III CEO Personality and Firm Performance or Reputation 8. Do personal traits matter?  CEOs and directors risk takil#×