What Does Branding Mean to a CEO?

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Hmmm, well it depends. Nice and vague, I know.
It really depends on what type of company you are.
So, if you are a well known B2C company, then branding is crucially important to everyone. The brand reputation is critical.
However, if you are the majority of companies that are either B2B or lesser known B2C, then it’s perceived to be less important.
If we take a typical B2B small to mid-sized company, I would suggest that the CEO doesn’t care a whole lot about branding itself (or let’s say their interest in spending gobs of money on branding is minimal). Yes, they understand that your company’s brand needs to be known. Yes, they get that your brand has a reputation and personality that needs to be consistently conveyed.
However, in the end, many CEOs really want to understand how the money you spend in branding translates to revenue. And that’s where the difficulty comes in.
http://www.leadlife.com/blog/index.php/branding-to-a-ceo/