Branding is not only for companies or products. In the new millennium, anything is a brand ? people too! Personal branding is the unique amalgamation of rational and emotional attributes of an individual that make him/her distinct from others in the competitive market place. It is the process of objectively identifying one?s prime personal and professional strengths and skills, and passionately communicating those strengths to the crowd that wants and desires what you have. It is the commanding, clear and constructive thought that comes to mind when others think of the person. Ex: Jack Welsh the greatest CEO, Oprah Winfrey?the campaigner for women s empowerment and Madonna-the female pop icon. To have a ?winning life?, one has to build an effective personal brand as it helps one to realize their career dreams, become popular in their domain of expertise and to be who they want to be, now and in the future. When a person?s repute, character and persona are strategically positioned and managed, it makes him/her to be successful and to live a more meaningful life on the earth. It all depends on the person?s relentless investment in time, energy and money in personal branding efforts, and how he/she leverages the personal brand in their lives to keep up their brand promise. Thus, building and maintaining a personal brand is a voyage and not an end; it is ?work in progress? forever. This book titled ?Personal Branding - Concepts and Cases? is designed to present the concept of personal branding and its significance in a comprehensive manner. It analyses the methods and strategies and describes the various tools used for building and maintaining a successful personal brand. It also provides case studies and experiences of successful individuals who have reaped benefits by building a powerful personal brand.