The Brand Finance Global 500 report for January 2019 ranks the world's top 500 brands by portfolio brand value. The Brand Guardianship Index, also released in 2019, rates CEOs based on their success as brand managers, considering factors such as marketing investment, stakeholder equity, and business performance. Jeff Bezos, CEO of Amazon, is hailed as the world's best brand guardian with a Brand Guardianship Index score of 72.4 out of 100. Bezos is credited with growing the Amazon brand from an online bookstore to a leading e-commerce and technology company, with shrewd investments in businesses such as IMDB, Alexa, Lovefilm, and Zappos. However, his recent high-profile divorce poses a reputational challenge for Bezos and Amazon, with the potential for significant financial losses if mishandled.
