The Top Drivers of CEO Reputation in 2025: An Evidence-Based Analysis
By Atip Muangsuwan
” The quality of organizational transformation depends on the quality of leadership of their CEOs. “
Atip Muangsuwan
CEO Coach and Coach Supervisor
In today’s fast-evolving business landscape, the attributes that define a reputable CEO are continuously changing. According to the latest report from the Brand Guardianship Index by Brand Finance, the top drivers of CEO reputation in 2025 have shifted significantly, emphasizing the importance of genuinely caring for employees.
This factor has now surpassed sustainability, which previously held the top spot, reflecting a broader recognition that modern leaders must demonstrate empathy and understanding towards their teams.
The Shift in Priorities
The report highlights that successful CEOs are now expected to possess and exhibit the following five qualities:
- Genuine Care for Employees
- The data underscores that leaders who prioritize their employees’ well-being, mental health, and professional growth are more likely to gain trust and loyalty from their workforce.
- Studies have shown that organizations with high levels of employee engagement tend to perform better financially and have lower turnover rates.
- Inspiring Positive Change
- Effective CEOs are those who can inspire and drive positive change within their organizations.
- Research indicates that transformational leadership can lead to increased innovation, employee satisfaction, and overall organizational success.
- Trustworthiness
- Trust remains a cornerstone of effective leadership. Leaders who are perceived as trustworthy can build strong relationships with stakeholders, employees, and customers.
- Transparency in decision-making and communication is critical in establishing and maintaining trust.
- Understanding Customer Needs
- A deep understanding of customer needs and preferences is essential for driving business growth and maintaining a competitive edge.
- Customer-centric leadership has been linked to higher customer satisfaction and loyalty, which, in turn, supports long-term business success.
- Promoting Sustainability
- While sustainability has been overtaken by employee care as the top driver, it remains a vital component of a CEO’s reputation.
- Companies that actively promote and engage in sustainable practices are better positioned to meet regulatory requirements and respond to societal demands.
New Trends in CEO Appointments
The report also highlights a notable trend in CEO appointments. Data reveals a growing preference for appointing CEOs from outside the organization. These external appointees have demonstrated higher effectiveness, driving an average brand value growth of 25% compared to 16% for internal promotions. Annie Brown, Director of Valuation at Brand Finance, explains that this trend reflects organizations’ support for leaders who are capable of driving change, which is essential for adapting and thriving in an unpredictable global market.
Reflecting on the Future of Leadership
In a world marked by rapid change and complexity, the ability to adapt, inspire, and lead meaningful transformations is more critical than ever. CEOs who embody these qualities not only enhance their reputations but also drive their organizations towards sustained success.
If you aspire to become a highly effective leader who embodies these qualities, let’s connect and discuss how you can achieve these goals through personalized coaching sessions with me. Together, we can develop strategies to help you navigate the challenges and opportunities of modern leadership.
Interested in learning more about the key drivers of CEO reputation and how to implement them in your leadership approach? Contact me for a coaching session tailored to your unique needs.
About Atip Muangsuwan: Atip Muangsuwan is the Founder & CEO of The Best Coach International Co., Ltd. He is a CEO & UHNWI Coach, Certified Mentor & Supervisor for global executive coaches, Holistic Life Transformation Expert, Business & Life Strategist, and Corporate Facilitator/Trainer. With a proven track record of helping clients achieve their career goals and job promotions, Atip is dedicated to supporting individuals in their personal and professional growth.