Branding leadership -- The case for building a leadership brand -- Creating a leadership brand statement -- Assessing leaders against the brand -- Investing in leadership brand -- Measuring return on leadership brand -- Building awareness for leadership brand -- Preserving leadership brand -- Implications for personal brand. "In Leadership Brand. Ulrich and Smallwood explore the advantages of a branded approach to corporate leadership. They use hard data to show that a company whose leadership embodies its unique brand will achieve stronger market value than competitors. In other words, there is real value in building a leadership brand, and now the authors have created the first step-by-step guide for doing it." "Each chapter is packed with practical tools and assessments to help board members, senior executives, HR professionals, and others charged with building brands and leadership evaluate progress along the way, as a leadership brand is created and implemented."--Jacket.