CEO Branding: Theory and Practice
About this ebook
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
About the author
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.
