ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book discusses the four elements of the chief executive officer (CEO) brand, the 4Ps of the CEO branding mix. It describes their interaction, relationships, impact on company performance and reputation where 4Ps describes the CEO (person), personality, prestige (reputation) and performance. The book also focuses on how the personality of the CEO impacts company reputation and performance and concentrates on the CEO as a person includes physical appearance and how this impacts companies. The book combines theoretical and practical insights on how to develop, measure and manage one's executive or CEO brand. The CEO often receives intense public attention and evoke an emotional response from the public as the human face of the company. The book examines the impact of corporate and executive networks on the takeover process.
