Managing Brand YOU: Seven Steps to Creating Your Most Successful Self

INDEX

acceptance, 121, 122

achievable goals, 162

action plan, 207–209

action plan worksheet, 208

activism, 182, 183

activities change worksheet, 160

adaptability, 166

adaptation, 41–42

affiliation, 39

aided brand awareness, 144

Alderson Federal Prison Camp,

93

The Alice Comedies (films), 63

Alice’s Adventures in Wonderland

(Lewis Carroll), 31

alignment, 182

All God’s Children Need Traveling Shoes

(Maya Angelou), 45

alliance, 182

Angelos, Tosh, 44

Angelou, Maya, 43–45

anti-essence, 102

appreciativeness, 69

Armstrong, T. Alan, on passion,

100

Baldwin, James, 45

benchmarking, 7

Berry, Wendell, on the past, 34

BlackBerry, 141

BMW, 117

The Body Shop, 97–98

The Body Shop Foundation, 98

Bono, 15

brand(s)

Coca-Cola as example of, 6–7

definition of, 10

iconic, 15–16

products vs., 9–10

thinking of yourself as a, 2–3

brand assessment

personal, 24–26

Roger as example of, 26–29

brand audit, 33–55

Maya Angelou as example of,

43–45

and experiences, 34–35

Harley-Davidson example of,

36–37

Julie as example of, 50–54

and life phases, 37–42

personal application of, 46–47

self-awareness in, 48–50

worksheet for, 49

brand awareness, 121, 122, 144

brand equity

chart of, 80–82

personal, 77

and strengths, 80–84

brand essence, 95–107

of The Body Shop, 97–98

enhancement of, 209

finding your, 99–100

importance of, 95

225