2023年品牌+監(jiān)護(hù)指數(shù)-全球前100名高管領(lǐng)導(dǎo)人年度報(bào)告

2023Theannualreportontheworld’stop100ExecutiveLeadersContents.BrandFinanceBrandGuardianshipIndex1002022023Allrightsreserved.BrandFinancePlc./brand-guardianship2Insights5Businessleadersconcernedaboutclimatechangecanworktoacceleratethegreentransition6PunitRenjen,CEO,DeloitteAnnieBrown,GeneralManager,UKConsulting,BrandFinancee&26HatemDowidar,GCEO,e&sBrandFinanceBrandGuardianshipIndex1002023/brand-guardianship3WhatDoWeMeanbyBrandGuardianship?DavidHaighOnancellyrdecetverithBrandFinanceBrandGuardianshipIndex1002023/brand-guardianship4BrandGuardianshipAnnieBrownernsultingnancenaFragmentedWorldWiththecontinuedwarinUkraineandtheresultingdisruptionofglobaltrade,economiesandcorporationsmustremainagileandadaptabletoprosper.Atthesametime,emissionstargetsandtheever-growingnarrativearoundsustainabilityposeanexistentialcrisistoexistingoperationalmodels.Weareinaneraofmajortransformation,butatleastonethingremainsthesame;strong,influentialleadersareanessentialaspectofhumansuccess.Thisyear’stopBrandGuardianishailedasoneoftechnology’sgreatvisionaries,JensenHuang.HuangisrenownedforhisbeliefinthefutureofAI,anditspotentialtosolveglobalchallengesinareassuchasclimatescience,oceanography,sustainabilityandwaterresources.Morethanever,itisimperativethatgoodcorporateleadershavethemultidisciplinaryexpertisetoleadinnovationwhichmakestheworldworkbetterandmoresustainably.Inpractice,thislooksdifferentfordifferentbusinessmodels.Consistently,theleadersfeaturedinourBrandGuardianshiprankingdoonekeythingwell:diplomacyandstakeholdermanagement.Inourview,astrongleaderisakintoastrongbrandandthereforehaspositiveinfluenceonallstakeholdersofimportancetothebusiness.CEOswhopandertoinvestorsanddisregardemployeeneedscarveanunsustainablepath.Theleaderswhobalancetheneedsofinvestors,employees,customers,partners,governments,regulatorsandmediaaretheleaderswhobuildthemostsustainablelegacyfortheirbusiness.Theneedforthesehumanrelationshipswithstakeholderstakestimetodevelop,whichiswhyover70%ofthetopglobalBrandGuardianswereappointedfromwithintheorganisation.Theseviewsonleadershiparefoundedinoriginalresearchconductedannually,aswellasexperienceadvisingclientsonbrandbuilding.Ifyouwanthelptobuildabrandwhichmeetstheneedsofallkeystakeholders,orifyouwanttobetterunderstandyourresults,pleasecontacttheBrandFinanceteamandIanytime.InsightsInsights.BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship6Businessleadersconcernedaboutclimatechangecanworktoacceleratethegreentransition.PunitRenjenDeadlyfloodsinWesternEurope,China,andsouthAsia,out-of-controlfiresinAustraliaandtheUnitedStates,anddevastatingdroughtintheHornofAfricaaresomeoftheextremeclimateeventsthathaveseverelydisruptedthelivesofmillionsofpeopleandmanybusinessesandcommunities.ThewarinUkrainehasfueledenergysecurityconcerns,leadingtoinflationandcallstoslowthetransitiontogreenenergy.Businessleadersandgovernmentagenciesareunderincreasingpressuretodeliversolutions—andfast.DeloitteGlobalrecentlysurveyedmorethan2,000C-levelbusinessleadersacross24countriestogettheirperspectiveontheclimatecrisis.Theresultsaretelling,particularlyaboutthementalhealthimplicationsofclimatechange.Some65percentreportedfeelingworriedorconcernedallormostofthetimeaboutclimatechange,accordingtoDeloitte’s2023CxOSustainabilityReport:AcceleratingtheGreenTransitionOnlyfivepercentfeltnostressatall.Despitealarm,Deloitte’ssurveyofferedreasonsforhopetoo.Mostleaders(75percent)havesteppeduptheirsustainabilityinvestmentsoverthepastyear.Morethanhalfindicatedthatemployeeactivismandthechangingregulatoryenvironmentareimpellingthemtoact.Ibelievetheycanharnessthatenergybyembeddingmitigationandadaptationstrategiesintheircorestrategies.Theclimatecrisisanditsdamagingconsequencesareverymuchhere.Theclimatetransitionmustbeaboutmorethanreducingemissionsofgreenhousegasses(GHG)andothermitigationmeasures.Wewillhavetolivewiththerealitiesofclimatechangeevenifmitigationmeasuresstabilizeglobalwarming.So,adaptationmeasures–theprocessofadjustingtothecurrentandfutureeffectsofclimatechange–areparamount.Thisincludestakingstepstomakeinfrastructuremoreresilienttoclimateimpacts.Asbusinessleaders,theonusisonustoactnowtoprepareforthetransitiontoalow-carbonfuture.Businessstrategyisthemostimportantdeterminantofanorganizations’direction,accordingtoBrandGuardianshipIndex2022.Ibelievebyembeddingsustainabilityintobusinessstrategies,organizationscantranslateambitionintoactions.Thisrequiresreimagining,reinventingandredesigningmanyoftheday-to-dayexperiencesofourlives,aswellashowbusinessesandeconomiesoperate.DeloittelaunchedaWorldClimatestrategyin2020,todriveresponsibleclimatechoiceswithinDeloitteandbeyond.Deloitte’scommitmentsinclude:?Near-term(2030)greenhousegasreductiongoalswhichhavebeenvalidatedbynitiativeSBTiasCalignedsciencebasedtargets?EmbeddingsustainabilitywithinDeloittethroughdesignatedseniorleadersresponsibleforprioritizingdiscussionofclimatechangeonexecutiveagendasandofficeoperations.BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship7?EmpoweringDeloittepeoplethrougheducationcampaigns,socialmediaengagement,learningchannelsandamandatorylearningprogram.?EngagingecosystemsincludingDeloitteclients,alliancepartners,NGOs,industrygroups,suppliers,andotherstoincreasedemandforresponsibleproductsandservices,removeroadblocksthatgetinthewayofenactingchange,andcreateinnovativeclimatesolutionsatasystemsandoperationslevel.Investinginthefutureofourplanetisnotjustanobligation,itisalsoanopportunity.ClimateinactionwillcosttheglobaleconomyUS$178trillionby2070atopothercostssuchasalackoffoodandwater,jobloss,andworseninghealthandwell-being,accordingtoaDeloitteestimate.Investmentinclimateadaptationcanunlockbigprofits.TakingclimateactionnowcandeliverUStrillioninnetpresentvalueoverthesameperiod.Inotherwords,wecanhelptoavertthecatastrophicimpactsofclimatechangeandincreasethesizeoftheworldeconomyatthesametime.Adaptingtoachangingclimaterequiresunderstandinglocalrisksandmanagingthem.Itmeansputtinginplacesystemsthatrespondtoimpactsweareexperiencingtodaywhilepreparingforanuncertaintomorrow.Someofthosemeasuresincludediversifyingcropsthatcantoleratewarmer,drierorwetterconditions,ensuringinfrastructurecanwithstandmoreextremeweatherpatterns,andhelpingcommunitiesmakesurewemanageourfood,water,andotherralresourceswiselyForexample,inmyhomecountryofIndia,DeloitteIndiacollaboratedwiththeStateGovernmentofHaryanatoaddressstubbleburning.ManystatesinnorthernIndiaruntwocropcycles,withashortwindowbetweenharvestandthenextcropcycle.Burningtheresidualstubbleisaquick,low-costapproachtoprepareforthenextcycle,especiallyforsmallandmarginalfarmerswhodonothaveaccesstoequipmenttoremovethestubble.Butstubbleburninghasnegativeimpactsonsoilfertility,greenhousegasemissions,andcommunityhealth.DeloitteIndia,incollaborationwiththelocalgovernment,haslaunchedanawarenessprogramtoeducatefarmersaboutthenegativeeffectsofstubbleburningandofferlessinjuriousalternatives.BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship8DeloitteIndiaalsopilotedatechnologysolutiontomakestubbleremovalequipmentavailabletofarmers.Thesolutionusesreal-timesatelliteimagingandpredictivealgorithmstoidentifyfarmsdueforharvestandconnectthemtocommunity-basedequipmentrentalco-operatives.Expectedoutcomesincludereducedgreenhousegases,improvedhealthmeasures,anda15-20%increaseinfarmerincome.DeloitteIndiaisalsoworkingwithIndia’sfinanceministertoaddresscoastalerosionwhichposesaseriousthreattomorethan2000kmofcoastlineinIndia.TheministryidentifiedtwocoastalvillagesinAndhraPradeshandengagedDeloitteIndiatodevelopasolution.Deloitteteamssuggestedbuildinga3-4KMdikethatuseslocalandgeosyntheticmaterials,whichisscientificallydesignedandlow-cost.Combinedwithskill-developmentprogramsfocusedonaquaandmarineculture,tourismanddisastermanagement,thesolutionhasthepotentialtoregeneratebothlivelihoodsandsocio-economicdevelopment.Whatmakesthemeasuremorepowerfulisthatitcanbescaledacrosstheregion.Denselypopulatedcoastalcommunitiesalreadyfindtheirhomesregularlyinundatedfromrisingsealevels.Theirfarmsshrinkorbecomeunusable.Withadaptationmeasures,theycanbuildresilience.Theclimatecrisisweighsheavilyonthemindsoftheworld’sbusinessleadersbecausetheyarefacedwithamonumentaltask.Wearefarenoughalongontheclimatejourneytoknowthatrealchangewillonlycomewithbold,collectiveaction.Asleaders,wemustactnowandwithurgency.jenrecentlyretiredfromDeloitteafterservinglCEOfromInsightsfromourresearchonExecutiveLeaders.Whatmatterstoanalystsandjournalists?Astrongbrandisonewhichisnotonlypopularwithconsumers,butesteemedamongthebusinesscommunity,bringspridetoitsemployeesandhasapositiveinfluenceonallstakeholderswhoengagewithit.Analystsandjournalistsplayacriticalroleinstakeholderviewsonabusiness;theirviewscarrycredibilityandinfluencewhichfiltersthroughtodirectstakeholders;customers,employees,andsuppliers.Therefore,brandmanagersshouldconsiderhowtheirbrand(s)areperceivedbytheseaudiences.AnnieBrownrnsultinginanceAccordingtorecentresearchbyBrandFinance,strategyandleadershiparethemostimportantfactorsinanalystandjournalistevaluationofthecompaniestheycover.Analystscarelessabouthistoricprofitabilityorindustryoutlook,andmoreaboutwhetherthecompanyhasasolidenoughstrategytonavigaternsultinginanceTherefore,marketingteamsshouldconsiderhowthebusinessstrategyiscommunicatedexternally,andhowvisibletheirCEOandseniorleadershiparetoexternalstakeholders.DifferentCEOstendtotakedifferentapproachesbasedontheirpersonalpreferenceandpersonality;increasinglyweseeanopportunityforCEOstobeoutspokenandinstillconfidenceintheirbrand(s)asaresult.tyofreportingbilityTreatmentofemployees6%ionfitability24%strategy22%CEO/leadershipOwnershipstructure4%yfromapeer5%4%2%BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship9BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship10Afterstrategyandleadership,transparency,sustainabilityandemployeetreatmentarethenextmostimportantfactors,aheadoftraditionalfinancialindicatorssuchasliquidity.Thisdemonstratesthecommercialimportanceofethical,purpose-drivenbusinessestodayasanalystsaremorelikelytobasetheirinvestmentadviceonsustainabilitythanhistoricprofitabilityandindustryoutlookcombined.Whatisimportantinleaders?OurresearchalsoinvestigatesthemostimportantattributesforCEOstobedeemedreputable.Thisyear,analystsandjournalistsappearfarmoreconcernedaboutcommercialstrengththantheywerelastyear,duetotheworsenedeconomicoutlook.Lastyear,therewerethreestandoutattributesdrivingreputation;globalrecognition,strategyandanethicalapproach.estobethethirdmostpromotingdiversityandinclusiontoprioritiestobedeemedreputableBrandFinanceBrandGuardianshipIndex1002023/brand-guardianship11InspirespositivechangeHasastrongstrategyandlong-termvisionNetpositiveonlinecoverageInvestmentCEOTenure(Years)FocusesonlongInspirespositivechangeHasastrongstrategyandlong-termvisionNetpositiveonlinecoverageInvestmentCEOTenure(Years)Focusesonlong-termsustainablevalueMarketCapGrowth2023BrandPortfoliovalueBrandValueGrowthduringtenurePerformanceAverageBSIFamiliarityOverallReputationGovernanceScoreEmployeeApprovalUnderstandstheimportanceofbrandandreputationfortheorganizationduringtenureBrandFinanceconstructsitsBrandGuardianshipIndexinasimilarwaytotheBrandStrengthIndexthatunderpinsitscorporatebrandvaluations.WehaveconstructedabalancedscorecardofmeasuresthatcapturetheabilityofaCEOtoactastheguardianoftheircompany’sbrandandastewardoflong-termshareholdervalue.AswithourBrandStrengthIndex,theBrandGuardianshipIndexincludes‘Equity’factors,whichreflectcurrentperceptions,‘Performance’factorswhichreflectthetangibleresultsoftheseperceptions,and‘Investment’factorswhichsupportfutureperformance.Thesethreepillarsareinformedbyvarioussub-measures,whoseweightingisreflectedbythesizeofthesliceinthediagrambelow.EquitydianshipIndexMethodologyForthe3BrandGuardianshipIndex,BrandFinancecommissionedasurveyamongapanelofover1,000marketanalystsandjournalists-twostakeholdergroupswhohaveinformedandinfluentialviewsonchiefexecutives’reputation.FieldworkwasconductedinNovemberDecember22.Aglobalview:respondentcountryofresidenceEconomy●●dia●China●Canada●●●Japan&Korea●Spain●France,Italy,Switzerland●Netherlands&Other●MiddleEast●Africa●Germany&Austria●AustraliaBalancedbetweenanalystsandjournalists:respondentcurentoccupation●Businessanalyst/Marketanalyst●JournalistAsampleofexperiencedprofessionals:respondenttimeinprofession●2.1to5years●5.1to10years●Morethan10yearsBrandFinanceBrandGuardianshipIndex1002023/brand-guardianship12BBrandGuardianshipIndex.BrandGuardianshipIndex.BrandFinance’sBrandGuardianshipIndex(BGI)2023sawtheriseofNvidiaCEO,JensenHuang,andMukeshAmbaniofRelianceto1stand2ndpositionrespectively.Theybothnowrankabovelastyear’sleader,Microsoft’sSatyaNadella,whonowsitsin3rdplace.JensenHuanghasoverseenNvidia’sfurtheradvancementintothenexteraofcomputing,throughinnovationinthelikesofartificialintelligence,digitalbiology,climatesciences,andautonomousvehiclesandrobotics.thesefieldsthemassivelyparallelprocessingpowerfromNvidia’stechnologyisleadingsubstantialeconomicandsocialchange.Huang,whofoundedthebusinessin1993andhasbeenCEOsince,hasbeencentralindrivingthisinnovation,pushingthebrandtoachievepositivechangebyhelpingdevelopers,businesspeopleanddecision-makerssolvechallengesandredefinethefuture.tenChiefExecutivesorequivalentsintherankingcamefromthetechandmediasectors,downfromnineoutoftenin2022.Previously,widespreadattentionwasgiventotechandmediacompaniesandtheirleadersaskeyindealingwithrespondingtoCOVID-19:theriseofonlinecommunicationdisruptedmanyin-personactivities.However,followingthegradualreductioninpandemic-relatedregulatoryrestrictions,businessexecutivesinothersectorshaveincreasinglysharedmoreoftheattention,contributingtotheBrandFinanceBrandGuardianshipIndex1002023/brand-guardianship14BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship15?BrandFinancePlc2023?BrandFinancePlc2023Top25Leaders.??BrandFinancePlc2023#1JensenHuang#1JensenHuang#3#1JensenHuang#3tyaNadella#4ayen#2ukeshAmbanii#8#7#9#8#7#9#6HuatengMaHuatengMaChandrasekaran#11ir#11ir#12#15JulieSweet#14MinfangLuMinfangLu#17ReedHastings#1#17ReedHastings#18#19#20AlJaberz#21Moritz#2#21Moritz#22HatemDowidar#25aoLiu#24inZengAnandMahindranshipIndexerofLeadersintheRankingbyIndustry#1#2#3obiles#4mercialices#5#6#7Apparel#8ce#9#10Media?BrandFinancePlc2023219655544diversificationofsectorsatthetopofthisyear’sBGIranking.Furthermore,accordingtoBrandFinance’sresearch,thisyeartherehasseenashiftinthetopdriversofbrandguardianreputation.Commercialleadershipandinspiringpositivechangearenowthetoptwomostimportantdriversofreputation,reflectingthenecessityofmaintainingastrongfocusoncommercialoutcomesinanuncertainglobalfinancialenvironment.Lookingbroadlyattheranking,somekeythemesstandout.Forexample,EngineeringandFinancearethemostcommonbackgroundsthatthoseintherankingcamefrom.Thesebackgroundsaccountedfor27ofthebrandguardiansincludedintheranking,withEngineeringupfrom23in2022,andFinancedownfrom34.Thesetwobackgroundsaremorethandoublethenextmostcommonbackground,whichwasComputerSciencewith12.Itisalsointerestingtonotethatnotall,but42ofthoseintherankinghaveanMBA.BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship16BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship17nshipIndexTheaverageageofbrandguardiansfromthetop100washowevertherewassignificantrangewithinthisChristianKleinofGermantechbrandSAPistheyoungestChiefExecutiveat42(64th),whileCanon’sFujioMitarai(99th),whohasbeenlargelyresponsibleforturningCanon’sfortunesaroundsincehisappointmentofCEOin1995,istheoldestat87yearsold.HehasalsosignificantlyexceededtheaveragetenureasaChiefExecutiveorequivalentintheranking,whichis10years.Mitarai’slongevityisatestamenttohissuccessasaguardianoftheCanonbrandaboveandbeyondanyspecifictechnologicaldevice:themarketforsellingprinters,camerasandcopiershaschangedsignificantlyoverthelastquarter-century,butMitarai’sleadershipcontinues.MukeshAmbani,ManagingDirectorandChairmanofReliancesitsinsecondpositionandisthelongestservingChiefExecutiveorequivalentintherankingat40years.Ambanihasgainedincreasedmainstreamawarenessgloballysincenewsbrokein2022ofhispotentialinterestinbuyingArsenalFootballClub,avaluableEnglishfootballclubwhichplaysinthetop-flightEnglishPremierLeague.AsthefaceoftheReliancebrand,AmbanicontinuestooverseeReliance’stransitionintogreenenergy,andthediversificationofitstelecomsandretailbranches,includingthelaunchofitsnewFMCGbrand,Independence.Ambanihasdemonstratedlongtermcommitmenttopositivechange,throughtheinvestmentofLegacyrevenuefromReliance’spetrochemicalsbusinessintobuildingamorediverseandsustainablebusinessportfolio.ThishaspositivelyraisedhisperceptionasChairmanandManagingDirectorofthegroup,andisreflectedbyAmbani’stopperformanceonthe‘Inspirespositivechange’metricwithintheBrandGuardianshipIndex.?BrandFinancePlc2023Founder9%ExternallyappointedExternally17%72%InternallyappointedSimilarly,Microsoft’sSatyaNadella(3rd)continuestobecentraltoMicrosoft’scultureofteamwork,innovation,andinclusivity,furtherpursuingstakeholderempowermentthroughincreasingaccesstoMicrosoft’sservicesandbroadeningitsreach.Nadellaisjoinedatthetopoftherankingbythebrandguardiansofanumberofwell-knownbrands:Adobe’sShantanuNarayen(4th),Google’sSundarPichai(5th),andDeloitte’sPunitRenjen(6th).BrandFinance’sresearchalsoconsideredhowthosefeaturedintherankingprogressedtotheircurrentpositions.Whileninewerethefoundersofthecompaniestheynowlead,anastonishing72outof100wereinternallyappointed.Thisdemonstratestheimportancethatboardsplaceonappointingexecutiveleaderswhohaveasenseoffamiliarity;knowthebusinessandhowitworks;andwhoalreadyhavearelationshipwithkeystakeholders.Ontheotherhand,therewere17brandguardiansintherankingwhowereexternallyappointed.Inthesecases,itcanbemoredifficultattheoutsettobuildstrongrelationshipswithkeystakeholders,however,externallyappointedleadersareoftenadeliberateeffortbyboardmemberstobringinnewideas,approaches,andchangesatthetopofabusiness.428701020304050607080904287?BrandFinancePlc2023leinOldestBrandFinanceBrandGuardianshipIndex1002023/brand-guardianship18nshipIndexTopTopFemaleChiefExecutives#11LeenaNair#15JulieSweet#43LisaSu#72SafraCatz#78MaryBarra#89JaneFraser#92KathyWarden?BrandFinancePlc2023OnesuchexampleofexternalappointmentistheCEOofChanelLeenaNair,whoisalsothetoprankedfemalebrandguardianat11thposition.AppointedinDecember2021,Nairisastrongadvocatefordiversityandinclusion,andwaspreviouslyrelativelyunknowninthefashionworld,havingbeenChiefofHumanourcesatUnileverHerappointmentactedasalandmarkforchangewithinChanelandthefashionindustrymorespaceanddefencecompanyNorthropGrumman(92nd),cametopinBrandFinance’smetricreferringto‘strongstrategyandlong-visionWardenhasdemonstratedthisthroughbreakingNorthropGrumman’srelianceonRussiansupplyforitsproducts,subsequenttotheRussianinvasionofUkraine.Furthermore,shehasbeeninstrumentalinNorthropGrumman’ssupplyofweaponstoUkrainethroughUSandEuropeanallies.BothmoveshaveraisedawarenessaroundWardenandhighlighthowherleadershipishelpingtopositivelydriveNorthropGrumman’slong-termvisionandstrategy.DespiteNairandWarden’ssuccess,just7outofthetop100brandguardiansarefemale.However,asdiversityandinclusionbecomeincreasinglyhigh-profiledebatesandimportanttosociety,weexpectandhopetoseeanincreaseinthenumberofhighly-rankingfemaleChiefExecutivesorincludedintherankingincomingyears.2022hasseenwidespreadglobalfinancialchange,andasaresult,morethaneverbefore,highlypaidbrandguardians(theaveragecompensationper~yearofthoseintherankingwasUS$20.9million)arebeingheldaccountableforboththeircommercialandorganisationalleadership.ChiefExecutivesorequivalentsareexpectedtomanagetheneedsandexpectationsofmorestakeholders,andgettingthiswrongcansignificantlyaffectbrandguardians’ownreputationandthereputationofbusinesses.Asaresultofthis,2022hasseenthedismissalofanumberofhigh-rankingbrandguardians.BobChapek’sdismissalasCEOofDisneyinNovember2022highlightstheextenttowhichbusinessexecutivescanbeheldaccountablefortheiractionsandpriorities.BrandFinanceBrandGuardianshipIndex1002023/brand-guardianship19nshipIndexBrandguardianshipisoftheupmostimportanceinmaintainingbrandloyalty,particularlyinthecaseofDisney,forwhomfanloyaltyhashistoricallybeenakeypillarofbusinesssuccess.Undoubtedly,ChapekencountereddifficultcircumstancesduringhistenureasCEOofDisney,includingtheindustry-widetransitiontowardsstreamingservicesandtheimpactoftheCovid-19pandemiconthemeparkvisitorsandcontentproduction.Chapek’ssuccessfulpredecessor,BobIgerremainedasaconsultantatDisneyaftersteppingdownin2021,continuingtohavesignificantinfluenceandmakingitdifficultforhisreplacementtomakemeaningfulchangesandforgealegacy.Thishaspreviouslybeenthecaseforotherinfluentialbrandguardians,forexample,inthecaseofJeffBezosatAmazon.DespitesteppingdownasCEOin2021,Bezosstillhashugeinfl