ABSTRACT
This chapter examines the dynamics of Chief Executive officer (CEO) brand development and to investigate the role a CEO's personal motivation has on brand creation activities. Initially, there is a exploration of different types of motivation to develop an individual brand, it discusses CEO brand development actions, followed by the development of hypotheses for different patterns of brand development based on the CEO's brand motivation. subsequently, the pattern hypotheses are tested in a longitudinal data set of 30 international CEOs. The chapter discuss about the results implications for research and corporate governance. CEO brand may share certain characteristics with product or corporate brands, such as attributes, functions or values. However, it is a human brand, a product of human behavior and therefore, the executive's own actions and characteristics clearly defines and shapes the CEO brand. Consequently, the first critical step toward understanding CEO brand development is to explores the principal motivation of an executive to build a personal brand.
