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The Annual Report on the World's Top 100 Ceos February 2021

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The Annual Report on the World's Top 100 Ceos February 2021 Brand Guardianship Index 2021 The annual report on the world’s top 100 CEOs February 2021 Contents. About Brand Finance 4 Get in Touch 4 What Do We Mean by Brand Guardianship? 5 Brandirectory.com 6 Brand Finance Group 6 Brand Guardianship Index 8 Executive Summary 12 Methodology 20 Appendix 24 Our Services 28 Consulting Services 30 Brand Evaluation Services 31 Communications Services 32 Brand Finance Network 35 © 2021 All rights reserved. Brand Finance Plc. Brand Finance Brand Guardianship Index February 2021 3 What Do We Mean by About Brand Finance. Brand Guardianship? Brand Finance is the world's leading brand Chief Executives today need to do more than valuation consultancy. simply grow a business and make money for We bridge the gap between marketing and finance their investors. Brand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line. Good CEOs are those who nurture relations with all stakeholders, and enhance the reputation of We quantify the financial value of brands We put 5,000 of the world’s biggest brands to the test their brands as a result. Even investors every year. Ranking brands across all sectors and David Haigh increasingly care about corporate social countries, we publish nearly 100 reports annually. CEO, Brand Finance responsibility about environmental, social and We offer a unique combination of expertise governance issues. Our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting. The role of the CEO has evolved as we navigate We pride ourselves on technical credibility the era of personality CEOs where public Brand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and scrutiny can be equal to that of a celebrity figure. Wales, and the first brand valuation consultancy to join It is no longer enough to have a vision for the the International Valuation Standards Council. business’s future. It is about forging an authentic Our experts helped craft the internationally recognised public profile and reacting earnestly to standards on Brand Valuation – ISO 10668 and Brand Evaluation – ISO 20671. Our methodology has been reputational crises. Annie Brown certified by global independent auditors – Austrian Associate, Brand Finance Standards – as compliant with both, and received the official approval of the Marketing Accountability The Brand Guardianship Index represents the Standards Board. CEOs who balance the needs of commercial success, long-term brand building and personal Get in Touch. reputation management. For business enquiries, please contact: Annie Brown Associate linkedin.com/company/brand-finance +44 207 389 9423 [email protected] For media enquiries, please contact: Konrad Jagodzinski twitter.com/brandfinance Communications Director +44 207 389 9405 [email protected] For all other enquiries, please contact: facebook.com/brandfinance [email protected] +44 (0)207 389 9400 For more information, please visit our website: instagram.com/brand.finance www.brandfinance.com 4 Brand Finance Brand Guardianship Index February 2021 brandfinance.com brandirectory.com/global Brand Finance Brand Guardianship Index February 2021 5 Brandirectory.com Brandirectory is the world’s largest database of current and historical brand values, providing easy access to all Brand Finance rankings, reports, whitepapers, and consumer research published since 2007. + Browse thousands of published brand values Global Brand + Track brand value, strength, and rating across publications and over time + Use interactive charts to compare brand values across countries, sectors, and global rankings Equity Monitor + Purchase and instantly unlock premium data, complete brand rankings, and research Visit brandirectory.com to find out more. Original market research on 2,500 brands Brand Finance Group. 29 countries and 23 sectors covered Brand Finance Institute Brand Finance Institute is the educational division of More than 50,000 respondents surveyed annually Brand Finance, whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the We are now in our 5th consecutive year conducting the study market. BFI organises events, in-company training, and corporate educational initiatives around the world. In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners Visit brandirectory.com/consumer-research with the necessary skills and tools, we have developed a wide range of programmes and certifications in or email enquiries@brandfi nance.com collaboration with the most coveted business schools, universities and thought leaders in the field. Brand Dialogue Brand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value. Brand Dialogue has over 25 years of experience in delivering campaigns driven by research, measurement, and strategic thinking for a variety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications activities across Brand Finance Group's companies and network. VI360 VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance, brand transition, and brand identity management. VI360 provide straightforward and practical brand management that results in tangible benefits for your business. 6 Brand Finance Brand Guardianship Index February 2021 brandfinance.com brandirectory.com/[email protected] Brand Finance Brand Guardianship Index February 2021 7 Brand Guardianship Index. Where Does Jeff Bezos Rank Among the David Haigh CEO, Brand Finance World’s Top 100 CEOs? + Jeff Bezos ranks 2nd among world’s most famous CEOs but fame is not everything as no “celebrity CEOs” make top 10 brand guardians list + Mr. Bezos ranks 73rd among world’s top 100 brand guardians, scoring below average on 7 out of 10 characteristics + Mastercard’s Ajay Banga – champion of technological innovation and financial inclusion – is crowned best brand guardian + Only 8 of top 100 CEOs are female, with Tapestry’s Joanne Crevoiserat most reputable among all top 100 CEOs + Top 100 CEOs are on average 57 years old and paid US$20 million a year 10 Brand Finance Brand Guardianship Index February 2021 Brand Finance Brand Guardianship Index February 2021 11 Executive Summary. Executive Summary. Jeff Bezos ranks second among the world’s most Top 10 CEOs “showing an ethical approach”, “promoting diversity”, famous CEOs, behind Mark Zuckerberg and ahead of “being socially responsible”, and “an inspiration to Tim Cook and Elon Musk, according to new research 1 72.2 k others”. In addition, the net sentiment of his media on the top 100 CEOs. coverage is negative, and he ranks low for staff Ajay Banga Mastercard approval, which drives his overall score down. Although the “celebrity CEOs” score highest for familiarity in the Brand Guardianship Index 2021, fame is not everything, as none of them rank among 2 72.1 G Disassociating himself from the the world’s top 10 brand guardians. CEOs like Jeff Jensen Huang day-to-day management of Bezos have gained publicity due to the success and Nvidia widespread appeal of the brands they guard over, as Amazon might help repair Jeff well as their willingness to be in the public spotlight, Bezos’ personal brand, and as but a significant number of lesser-known global 3 69.6 x CEOs score higher on other statements related to he focuses his attention on Reed Hastings reputation and governance that characterize great Netflix developing cutting-edge brand guardians. technologies beyond the 4 69.2 D e-commerce domain, he can In 2019, Jeff Bezos ranked as Yong Zhang "Daniel" even elevate his global the #1 brand guardian. In 2021, Alibaba.com influence and channel it for a on the eve of his resignation greater good. from the CEO role, he has fallen 5 68.9 u Rajesh Gopinathan nearly to the bottom of the TCS Annie Brown ranking. Between negative Associate, Brand Finance coverage of his divorce, 6 64.6 – allegations regarding poor Mukesh Ambani Top 100 Brand Guardians Per Region treatment of workers, and Reliance criticism for his apparent 63.2 G reluctance to use wealth for 7 Marc R. Benioff philanthropic goals, Mr. Bezos’ Salesforce Number of departure from direct Sector CEOs leadership might be the best 8 62.6 f ● North America 48 course of action for Amazon. Takahiro Hachigo Honda ● East Asia 25 ● Europe 17 David Haigh CEO, Brand Finance 9 62.4 x ● South & Southeast Asia 5 Huateng Ma "Pony" ● Middle East 5 In Brand Finance’s original market research among a Tencent (QQ) globally representative sample of 300 market analysts and business journalists, Mr. Bezos scores below average on 7 out of 10 statements measured. Although 10 61.3 l his familiarity is very high, he gets some of the lowest Jean-Paul Agon marks for “understanding the importance of reputation”, L'Oréal © Brand Finance Plc 2021 © Brand Finance Plc 2021 12 Brand Finance Brand Guardianship Index February 2021 brandfinance.com brandirectory.com/global Brand Finance Brand Guardianship Index February 2021 13 Executive Summary. Executive Summary. Brand Guardianship Index - CEO Age Brand Guardianship Index - CEO Compensation in Latest Financial Year (USDm) 16 300 12 250 8 200 Number of CEOs 4 0 150 40-50 50-60 60-70 70-80 80-90 Age 100 In Brand Finance’s ranking of the world’s top 100 brand with innovation in its DNA. A well-known philanthropist, CEO Compensation (USDm) guardians, Tim Cook ranks 14th, Mark Zuckerberg 42nd, Elon Mr. Huang has donated US$30 million to Stanford Musk 64th, and Jeff Bezos – who has just announced his University to establish and engineering center, and 50 resignation from his role as the CEO of Amazon – only 73rd.
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