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Feet to the Fire by Lorraine A. Moore

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CHAPTER 3

Constructing Your Leadership Brand

In this chapter, we will explore why it is important to proactively create and/or maintain your reputation and image. We will review what it means to have a personal brand and why this will be a lasting requirement and not a passing fad.

Consider the value of corporate brands. Accounting practices recognize the value of a company brand and capture this as goodwill on balance sheets. Goodwill denotes the value of the company’s brand and image in the marketplace, a valuation beyond the tangible assets of inventory, people, buildings, cash, and investments.

 

Tata Motors acquired Jaguar and Range Rover from Ford for $2.56 billion. The value of this transaction extended well beyond the value of all tangible ...

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