The term " Web 2.0 " refers to a perceived second generation of web development and design , that aims to facilitate communication , secure information sharing , interoperability , and collaboration on the World Wide Web . Web 2.0 concepts have led to the development and evolution of web-based communities, hosted services , and applications ; such as social-networking sites , video-sharing sites , wikis , blogs , and folksonomies . – Wikipedia 3/19/09
Personal branding is the process whereby people and their careers are marked as brands.  It has been noted that while previous self-help management techniques were about self- improvement , the personal branding concept suggests instead that success comes from self- packaging . 
Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g., Trump Steaks).