The Brand New Leader
Recognizing the Impact of Your Leadership Brand
(Second Edition)
©2026, 164 pages
Paperback list price: $71.95
Cognella Direct Ebook: $61.95
You save $10 (14%)
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Rather than offering a one-size-fits-all approach to leadership, this book empowers readers to recognize, refine, and communicate their leadership brand—one that is deeply personal, action-oriented, and aligned with the needs of those they lead. It introduces the BRAND assessment as a reflection tool to support leadership identity development and offers a framework for building influence with integrity.
Structured to support academic learning and professional development, The Brand New Leader provides practical strategies to help readers clarify their leadership values, strengthen ethical decision-making, and foster authentic relationships. Chapters emphasize the value of authenticity, innovation, self-awareness, and courage in shaping a leadership brand that resonates across teams and organizations—especially in today’s complex and evolving workplace.
This book is ideal for undergraduate and graduate courses in leadership development, organizational behavior, business ethics, and personal branding. It also serves as a valuable tool for leadership coaches, HR professionals, and organizational leaders seeking to align their leadership identity with their impact.
Dr. Melva Robertson is an assistant professor of management at Clayton State University’s College of Business. An ICF and Clifton Strengths certified coach, speaker, and scholar, she is frequently featured in media outlets for her insights on leadership, employee engagement, and organizational behavior. She holds a doctorate in strategic leadership, a master’s in professional writing, and a bachelor’s in mass communication.
Cognella Active Learning is available for this title! Adopting instructors can provide students with dynamic online learning activities that reinforce key concepts from the text, provide engaging educational experiences, and support various learning styles.
Please note: Cognella Active Learning can be bundled for purchase with the text or posted separately. Contact us to learn about bundle discounts.
The Cognella Active Learning content for The Brand New Leader includes:
To see a full demo, please email us and one of our adoption specialists will follow up with you.
Please note: Cognella Active Learning can be bundled for purchase with the text or posted separately. Contact us to learn about bundle discounts.
The Cognella Active Learning content for The Brand New Leader includes:
- 11 decks of digital flashcards
- 11 key term matching exercises
- 11 scenarios
- 51 discussion questions
- 3 assignments
- 6 videos and bonus video links
- 11 quizzes
- 11 reflection questions
To see a full demo, please email us and one of our adoption specialists will follow up with you.
Formats and Bulk Order Pricing for Confirmed Adoptions
Publisher Direct Versions — Available through the Cognella Student Store for confirmed adoptions |
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$61.95
Best Value! |
Publisher Direct Ebook | Publisher Direct ebooks are available in your Cognella account immediately after purchase and provide access for 180 days. Our ebooks run on VitalSource and RedShelf with perpetual/annual options available. |
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$68.95
Shipping Included! |
Publisher Direct Paperback | These special, discounted paperback editions are sold exclusively through the Cognella Student Store (store.cognella.com) for confirmed adoptions. They are not available through other retailers. The books are printed on demand, do not have an ISBN, and are not intended for resale, which results in savings we pass along to students. Most Publisher Direct Paperbacks also come with free, immediate access to the first 30% of the ebook and shipping included. |
| $19.95 | Standalone Cognella Active Learning | Cognella Active Learning provides dynamic online content within a custom digital learning environment. Free with purchase of textbook or ebook. |
Higher Education Bookstore Pricing — These suggested retail prices include a total projected mark-up of 25% |
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Inclusive Access Available!
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Ebook 979-8-8233-9336-2 |
We partner with VitalSource, Kortext, and RedShelf to provide day-one access to students through campus bookstores. Bookstores and these vendors share in the total projected mark-up. Learn more about Inclusive Access at cognella.com/inclusive-access. Contact us for details. |
| $71.95 | Paperback 979-8-8233-4591-0 |
Standard paperback version. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers — and from our website directly — see Purchase button above. |
| $71.95 | Paperback + Cognella Active Learning Code 979-8-8233-9339-3 |
Cognella Active Learning provides students with dynamic online content within a custom digital learning environment. Access codes are available with print books or ebooks. Contact us for course adoptions; not available for individual purchase. |
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| Other Formats Talk to a rep for details |
Other formats (perforated, hardcover, etc.) may be available. Contact us for course adoptions; specialty formats are not available for individual purchase. | |
| $19.95 | Standalone Cognella Active Learning Talk to a rep for ISBN details |
Cognella Active Learning provides dynamic online content within a custom digital learning environment. Does not include the ebook. Contact us for course adoptions; not available for individual purchase. |
