品牌价值-全球100位首席执行官2025年度报告（英）

Brand GuardianshipIndex 2025 The annual report on the world's top 100 Chief ExecutivesDriving 26% average brand growth per year for Microsoft, CEO Satya Nadella is ranked first in the 2025 Brand Guardianship Index + 19th to 6th: Elon Musk vaults up the ranking despite Tesla haemorrhaging USD15 billion in brand value + 39%: Proportion of the top 100 CEOs in 2025 who were externally appointed, twice as many as in 2023 + 7 out of 100: number of women ranked in the BGI, with Chanel chief Leena Nair the highest-ranking in 19th place Brand Finance Brand Guardianship Index 2025brandirectory.com/brand-guardianship-index  3© 2025 All rights reserved. Brand Finance Plc.ContentsAbout Brand Finance 4Brand Guardianship Index Analysis 5 Annie Brown, Valuation Director, Brand Finance Top Brand Guardians 2025 11Sustainability Analysis 14 Robert Haigh, Strategy and Sustainability Director, Brand Finance Sofia Liszka, Strategy & Sustainability Consultant, Brand Finance Methodology 17Our Services 19Our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting. Unique combination of expertiseBrand Finance, a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales, is the first brand valuation consultancy to join the International Valuation Standards Council. Our experts crafted standards (ISO 10668 and ISO 20671) and our methodology, certified by Austrian Standards, is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the world’s biggest brands to the test every year. Ranking brands across all sectors and countries, we publish over 100 reports annually. Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For more than 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line. Bridging the gap between Marketing and FinanceAbout Brand FinanceThe world's leading brand valuation consultancyFor business enquiries, please contact:enquiries@brandfinance.comFor media enquiries, please contact:press@brandfinance.com+44 207 389 9400www.brandfinance.comBrand Guardianship Index Analysis© Brand Finance Plc. 2025Top Drivers of CEO ReputationThe top drivers of CEO reputation in 2025 indicate a clear and significant shift toward purpose-driven leadership. The attributes ranked highest in the research informing the 2025 Brand Guardianship Index (BGI) reflect increasing expectations placed on CEOs to meet the needs of all stakeholders—including customers, employees, society, and the planet— while also delivering value to shareholders. This holistic approach underscores the need for leaders to balance financial performance with ethical decision-making, inclusivity, and a commitment to addressing global