Theory and Practice
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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
Table of Contents
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? – CEO’s and directors’ risk taking and environmental firm performance 9. Competent or ethical? – Impact of CEO characteristics on corporate reputation 10. CEO championing of pricing and firm performance in industrial firms 11. Sharing the throne: Co-CEO and Co-Chairman leadership structure and firm performance Part IV The CEO (Person) and Firm Performance or Reputation 12. CEO facial appearance and firm performance 13. The emergence of the social CEO 14. CEO turnover and firm performance 15. CEO networks and the M&A market
Marc Fetscherin is an Associate Professor of International Business and Marketing at Rollins College, USA. Prior to his academic career, he was a consultant at McKinsey & Company and CEO of Bonfort SA, a small Swiss-based luxury goods company. He has published three edited books, multiple book chapters, and numerous journal articles. His most recent book is an edited collection on Consumer Brand Relationships, also published by Routledge. For more information, visit www.fetscherin.com.