CEO Brand and CEO Branding: A Conceptual Framework
Bildiriler > Tam Metin Bildiri · 2022
Yazarlar: Şadiye Emet GÜREL, Azra Kardelen NAZLI, Neslihan ÖZMELEK TAŞ, Büşra Çetin
5. International CEO (Communication & Economics & Organization) Congress, Endonezya, Kalibata, Uluslararası, Sözlü Sunum, Tam Metin Bildiri, 2022-2022, ss 728-736
Özet
<p><strong>Abstract </strong></p><p><br></p><p>The acronym for the word 'Chief Executive Officer' the CEO is, in the simplest terms, the highest level officer of a company. Having a vital importance for the company in terms of their position and responsibilities, the CEO is accepted as a value in brand status in today's intensely competitive business environment. Terminologically, the CEO brand, which is under the concept of personal brand, is one of the notable concepts and practices of the modern world. The CEO brand, whose awareness and application is increasing day by day, gains importance in parallel with the spread of globalization and the acceleration of competition. Developments in communication technologies make CEO brand and CEO branding more common and visible. New media can be considered as a very convenient environment for creating a CEO brand and carrying out CEO branding studies. In this study the concept of CEO brand and CEO branding are discussed from a conceptual perspective. Within the scope of the study, the concept and practice of the CEO brand is discussed in the context of communication strategy, self-presentation, personal development and corporate identity reflection and evaluated in the light of current developments. It is thought that the study is important because the concept of CEO brand is relatively current in the literature and will contribute in shedding light on future studies.</p><p><br></p><p><strong>Keywords:</strong> Brand, Personal Brand, CEO Brand, CEO Branding, Communication Studies.</p>