WHAT IS YOUR BRAND REPUTATION WORTH?
What is a reputation worth? Did just Tiger Woods’s formidable golf winnings and hefty endorsement income get hammered? Actually, no. The companies that endorsed him also tarnished their brands, at least temporarily, as evidenced by the losses they took on their stock prices. Woods wasn’t CEO; but he was a paid spokesperson, someone held up as symbolizing each company’s values. The hit to his reputation had a tangible, negative impact you could measure.
As a brand champion, the CEO is in a unique position. He or she can either enhance respect for the institution or damage it. As CEO, you can either bring greater credibility to the brand or you can hurt it. In a public company, damage to your reputation can ...
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