John wiley & sons inc Branding for dummies, 2e (John Wiley & Sons Inc)

"Branding For Dummies, 2nd Edition" has a new chapter with tips and cautionary advice regarding social media and its impact on today's personal and business branding programs. There is also new information on balancing personal and business brand development. This information will help business leaders create personal brands that enhance, but don't eclipse their business brands. Also, it will help employees to create personal brands that will benefit them within their employers' businesses while also transporting to new career opportunities if desired. Plus there is updated information on handling brand crises, both personal and business, with references to some of the major brand crises of the past few years.