Brand Guardianship Index 2020

Extracted from the Brand Finance Global 500 2020 report launching at Davos on 22nd January, this 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.

Great brands need great leaders. They set and direct brand purpose and balance short and long-term financial returns. Their role is to gauge the mood of external stakeholders and ensure that all internal stakeholders behave in a way that is consistent with optimising purpose and profit. They may be technical experts, but the moment they become CEOs they must rise above technical specialism to lead and inspire the whole team. Not only is Marillyn Hewson the highest-ranking CEO in the Brand Finance Brand Guardianship Index 2020, she is also one of only 4 women in the top one hundred table. This is a formidable achievement.

David Haigh, CEO of Brand Finance