Branding CEOs PDF
By:Franziska Bandisch
Published on 2011 by
Chief Executive Officers (CEOs) have become recognised as brands in theacademic and popular domain, but little is known about the relationship between thesesenior manager?brands? and the corporate brand of the organisation they represent. Since stakeholders associate the CEO?s reputation with that of the company, they maynegatively or positively affect each other, and there is little research into this dynamic. Indeed there is only a limited understanding about the field of people branding ingeneral and much less into CEO brands in particular. Consequently this doctoral thesisinvestigates the people and CEO brands phenomena, the relationships between CEO, corporate brand and stakeholder?s self-image and how these can be effectively managedin order to enhance brand equity for the company. Based on a critical realist perspective, this research examines traditional productbrand elements from the literature and develops a new conceptual framework for peoplebrands, which is subsequently applied to CEOs. Furthermore a survey is performed withbusiness school students. The findings are analysed by using content analysis, descriptive statistics and by developing and testing a Structural Equation Model. The contribution to knowledge is threefold. Firstly a conceptual framework ofpeople brands is constructed. Second this model is applied to CEO brands. Third fivepropositions about stakeholder perceptions of CEO brand differentiation and equity areempirically tested. The main findings are that visual presentation is not the main factorto differentiate CEO brands from each other, nor is their association with the company. Positive perceptions of corporate brands can influence the reputation of the CEO brandand lead to an enhancement of their brand equity. Importantly this indicates thatstakeholders do not distinguish between CEO and company. Brand equity is alsocreated if there is a relationship between stakeholder self-image and company brand, which in turn can improve the reputation of the CEO brand. Finally brand equity isenhanced through stakeholder perceptions of an ideal self-image. Overall this research has important implications for academia and managerialpractice as it extends the knowledge about people and CEO brands and provides aninsight into ways in which the relationships between CEO, company and stakeholders can be managed to enhance brand equity for the company.
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