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This bestselling work describes how the art and science of brand building is typically identified with businesses, products, and services, but that personal and professional relationships can also be seen -- and managed -- in this very practical and effective light. The authors present \"personal brand management\" as a real-life professional development tool that creates and reinforces strong, enduring relationships fueled by each individual\'s core values and beliefs. McNally and Speak show how to conceive, convey, and manage a distinctive, relevant, and consistent personal brand-an accurate reflection of who you really are.   This revised edition leverages its past success (brand equity) to take advantage of the increased acceptance of personal brand as a personal and career development framework and for creating a competitive edge. Drawing on eight additional years of research and experience, the authors offer new information emphasizing the importance of relationship alignment; differentiating between a brand and a strong brand, and showing how social networks have impacted the branding process and how to use social networking to build a strong brand.