Chief Executive Officers' Image and Corporate Brands

Chief Executive Officers (CEOs) are part of corporate brand image and the indicator for organisational leadership and success [see 2, 3, 4 and 5]. This paper proposes that if CEOs are associated with corporate brand, they should project their images as leaders to stakeholders. Using the Competing Values Framework (CVF) for leadership [14], the paper classified CEO leadership types appeared in the academic literature into the CVF four quadrants based on the authors’ conceptual definitions The classification revealed that CEOs were perceived as playing multiple leadership roles, which are manifested into leadership archetypes (i.e. personifications of abstract leadership qualities). The archetypes had different labels subject to the situational contexts and respondents’ perceptions. These archetypes can be used as part of corporate brand image.