Want to learn more about branding and its features—including the evolution of branding and brand positioning? Want to learn more about how to create and nurture your own self-brand to enhance your professional growth opportunities? If you answer yes to either question, then this article is “must reading.”

The first part of the article (pages 1-10) covers the evolution of branding concepts, brand positioning, brand equity, the role of communications (including new media), and corporate branding.

The second part of the article (starting on the bottom of page 10) focuses on such aspects of self-branding as these: the factors impacting one’s professional self-brand, steps in self-branding, personal branding SWOT analysis, a career ladder approach to self-branding, self-brand management and re-invention, and creating and sustaining an online self-brand.

To enhance the discussion, there are several practical and colorful figures that illustrate the keys to superior professional self-branding.

[Click the IN logo at the bottom of the slideshow to access and download a PDF version of the paper.]