Chapter 1
Personal Branding Defined
In This Chapter
• Using a brand to stand out from the crowd
• Figuring out who you are
• Getting familiar with the terminology
• Maintaining your personal brand
Branding has been a business buzzword for many years. A brand, though, is more than a snazzy name and logo. It’s the core of what a business stands for. It’s about generating a positive emotional response in your customers. It’s about making people want to buy your goods and services rather than those of your competitors. Companies that have strong brands include IBM, Disney, and FedEx.
A brand stands for something. For instance, people associate Target with stylish products at lower prices. Starbucks’ brand is about more than just coffee—it represents ...

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