Leaders as Marketing Assets: How a CEO’s Brand Influences Corporate Brand Equity
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School of Business |
Bachelor's thesis
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Date
2024
Department
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Mcode
Degree programme
Markkinointi
Language
en
Pages
33
Series
Abstract
This bachelor’s thesis examines the influence of CEO branding on corporate brand equity. It explores how managing a CEO's brand can impact customer loyalty, perceived quality, and brand awareness – key factors that drive consumers to choose one brand over its competitors. Furthermore, it investigates the brand risks associated with a marketing strategy based on a strong personal brand, such as a CEO brand. The research method employed is literature review, focusing on synthesizing and comparing findings from the literature to address the research questions. The thesis finds that, depending on the context, a CEO brand can enhance corporate brand equity if it reinforces the desired associations of marketing communication. However, it also identifies several risks built into CEO branding, all rooted in the fact that this phenomenon is tied to a real individual whose actions cannot be entirely controlled.Description
Thesis advisor
Lashkova, KseniiaKeywords
brand equity, CEO brand, personal brand, leadership