This professor in business school says a brand has valuable qualities, the same way a sterling reputation is a valuable quality you can’t just sell away to someone else.

A personal brand is taking those good qualities that we all take for granted and making it obvious to other people. It makes you are better qualified person. Branding means pricing yourself higher than unbranded competition so you face a more demanding market place.

Consumers trust brands because they are accustomed to its price and quality which deviates little over the life of the corporation. When those things deviate from expectation, the brand and corporation loses.

Why does branding mean being Evel Knievel the motorcycle stuntman? Why do brands have to take drugs and hurt themselves – they don’t and instead brands represent what goes on behind the scenes that makes the good product people like.