The CEO Effect: Why Executive Reputation Defines Brand Value

"In the digital age, executive reputation is one of the biggest brand success factors. It impacts everything from brand sentiment, trust and equity to its market value. Why? Positive executive visibility can boost investor confidence, influence media sentiment and increase customer and employee loyalty. Yet there's been a steep trust decline: 68% of people globally believe business leaders "purposely mislead people." And when social media gives crisis moments a viral megaphone, it becomes even more challenging to achieve and maintain a positive reputation."

"It's paramount that brands protect and cultivate long-term growth in this difficult environment by building trust with target audiences, not just in their company but in their leaders, too. This lays the groundwork for a stronger and more controlled brand presence online. Leadership Trust As The Currency Of Growth When leaders are perceived as credible, ethical and competent, that executive-centered trust radiates beyond the boardroom, securing brand trust with all target audience groups."

Executive reputation shapes brand sentiment, trust, equity and market value and directly influences investor and customer behavior. Positive executive visibility can boost investor confidence, influence media sentiment and increase customer and employee loyalty. Global trust has declined, with 68% believing business leaders purposely mislead people, and social media amplifies crisis risk. Brands must build trust in both the company and its leaders to secure long-term growth and a controlled online presence. Credible, ethical and competent leaders create a halo effect that radiates brand trust across audiences and increases willingness to pay and evangelism.

Read at Forbes