Chelsea chief Peter Kenyon says Luiz Felipe Scolari's personality is a big bonus for the club's profile.
Kenyon believes the stature of the former World Cup winner has rubbed off not only on his players but also on neutral fans.
"He's got a very good people manner about him," said Kenyon. "He's an experienced coach who engaged with the team and club - and the media - very quickly.
"It's created a better, less negative environment. It's always better to have people, internally and externally, supporting you.
"It's immeasurable in terms of Chelsea's image. People don't like to be hated. We are all human beings and Felipe has clearly engaged with a broader neutral football fan. He is bringing something different to English football."