Brand Guardianship Index 2019

Extracted from the Brand Finance Global 500 2019 report set to be launched at Davos on 22nd January, this new ranking rates CEOs to capture how well they measure up as brand managers and ambassadors. Similar to its Brand Strength Index, Brand Finance’s new metric scored 0-100 considers multiple inputs reflecting CEOs’ success in marketing investment, stakeholder equity, and business performance.

“Developing a strong brand is now more important than ever, not only for commercial success, but for longevity of the relationship between a brand and its stakeholders. The role of the Chief Executive Officer has totally evolved as we navigate the era of personality CEOs where public scrutiny is equal to that of a celebrity figure. It is no longer enough to have a vision for the brand’s future. It is about forging an authentic public profile and reacting earnestly to reputational crises – especially as customers become more discerning in their experiences and expectations. This new research shines a spotlight on those CEOs who are succeeding in building brand resilience and safeguarding brand value.”

David Haigh, CEO of Brand Finance