The CEO Brand explores the impact a CEO has on the firm and the ways in which this "human brand" affects the corporation both in financial and non-financial terms, from firm performance and profits to trust and corporate reputation.

Part I CEO Branding Process 1.The power and purpose of a CEO brand 2. CEO brand development: The role of executive brand motivation 3. CEO branding: How perception defines reality 4. CEO brand 'disaster avoidance kit' Part II CEO Reputation and Firm Performance or Reputation 5. The causes and relations of corporate and CEO reputation 6. How does CEO reputation matter? - Impact of CEO reputation on corporate reputation 7. CEO RepTrak®: Assessing the reputations of top corporate executives Part III CEO Personality and Firm Performance or Reputation 8. Do personal traits matter? - CEO's and directors' risk taking and environmental firm performance 9. Competent or ethical? - Impact of CEO characteristics on corporate reputation 10. CEO championing of pricing and firm performance in industrial firms 11. Sharing the throne: Co-CEO and Co-Chairman leadership structure and firm performance Part IV The CEO (Person) and Firm Performance or Reputation 12. CEO facial appearance and firm performance 13. The emergence of the social CEO 14. CEO turnover and firm performance 15. CEO networks and the M&A market