Incluye referencias bibliográficas. CONTENIDO: What is a leadership brand?. Why your brand matters ; The link between brand and the social aspects of leadership -- How a leadership brand can work for you -or against you -- Defining your current leadership brand. Exercise 1: Developing a brand perspective ; Exercise 2: Bringing a brand perspective to your career -- How to define and cultivate an aspirational brand. Grounding your aspirational brand in authenticity ; Techniques for evolving your brand ; Exercise: Linking your brand to your values -- How to reinforce your personal leadership brand online. Online brand building: Tips and considerations -- Evolving your leadership brand throughout your career.