| Does a Company’s Reputation Rest On the Shoulders Of the CEO? |
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By: Bulldog Reporter |
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 When you think Facebook, you think Mark Zuckerberg. When you think Amazon.com, you think Jeff Bezos. These and other examples of celebrity corporate leaders show that a CEO’s personal brand can work in concert with the corporation’s brand, helping elevate both in the public’s eye.
“Like it or not, today’s CEO has been pre-cast in the role of their company’s chief brand ambassador,” says Karen Tibor Leland, branding expert and author of The Brand Mapping Strategy: Design, Build and Accelerate Your Brand. “All CEOs have the daily opportunity and obligation to build their personal brand in service of their own and their corporation’s reputation.”
Much of the public makes a direct connection between a corporation and its CEO. A study a few years ago by Weber Shandwick and KRC Research showed that 49 percent of a company’s reputation is attributed to the CEO’s reputation.
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