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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,...

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,...

With contributions from an impressive array of scholars from around the world, this volume provides students and researchers with a useful launch pad for further research in consumer-brand relationships.