"Personal branding is not about presenting a false image. It is about understanding what is unique about you--your accomplishments, experience, attitude--and then using that to differentiate yourself from other job hunters. Your brand is your edge in the job market." --Levinson and Perry
The preparation may be facilitated by a book, magazine article, or online career advice column, but the response itself isn't programmed. It is the result of a serious self-assessment and the advance knowledge of what typically happens in an interview.