Trump University Branding 101: How to Build the Most Valuable Asset of Any Business

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Overview

For entrepreneurs, marketers, and managers, Trump UniversityBranding 101 explains the most powerful ideas and mosteffective methods in branding. Combining the biggest name inbusiness with lessons from a top marketing professor and brandingexpert, this practical guide covers all the ins and outs ofworld-class branding.

Author Don Sexton has taught marketing at Columbia Universityfor more than forty years, and now shares his lifetime ofinvaluable experience with you. Each chapter ...

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Overview

For entrepreneurs, marketers, and managers, Trump UniversityBranding 101 explains the most powerful ideas and mosteffective methods in branding. Combining the biggest name inbusiness with lessons from a top marketing professor and brandingexpert, this practical guide covers all the ins and outs ofworld-class branding.

Author Don Sexton has taught marketing at Columbia Universityfor more than forty years, and now shares his lifetime ofinvaluable experience with you. Each chapter presents an in-depthexplanation of a key branding idea and explores it using astraightforward, nonacademic approach, with supporting exercisesand real-world examples. Professor Sexton explains all the mosteffective branding strategies, which ones might be appropriate foryour business, and how to implement them for maximum benefit.

Including real examples from businesses of all sizes, as well asthree unique chapters on how to build your real estatebrand—advice not found anywhere else—this one-of-a-kindguide offers practical advice for anyone who wants to maximizetheir brand and dominate their market. With the right strategies inplace, you can build your brand profile, increase the value of yourbusiness, and rake in big profits.

Perfect as either a stand-alone primer on branding or as acompanion text with Trump University real estate, entrepreneurship,or marketing courses, Trump University Branding 101 providesall the information and strategy you need to successfully build abrand customers can't forget. No matter what you sell or how yousell it — whether you're running a small business or amajor corporation, a for-profit or nonprofit organization thiscomprehensive guide explains everything you need to know abouteffective, profitable branding.

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Product Details

  • ISBN-13: 9780470189009
  • Publisher: Wiley
  • Publication date: 9/29/2008
  • Series: Trump University Series
  • Edition number: 1
  • Pages: 336
  • Sales rank: 1,163,473
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.30 (d)

Meet the Author

Don Sexton is Professor of Business at Columbia University and President of The Arrow Group, Ltd. He is a recipient of Columbia Business School's Distinguished Teaching Award, and has worked with numerous well-known companies. His articles on branding and marketing have appeared in such publications as the Harvard Business Review and the Journal of Marketing, and he is frequently quoted in media outlets such as the New York Times and BusinessWeek. He is also the author of Trump University Marketing 101, from Wiley.

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Table of Contents

Downloading Forms.

Foreword to the Trump University 101 Series by (Donald J.Trump).

Acknowledgments.

Part I. Fundamentals of Branding.

Chapter 1: Trump on Branding.

Chapter 2: Why Branding Is Critical to Every Business.

Chapter 3: What Is a Brand? Not Just a Name.

Chapter 4: Your Brand Positioning.

Chapter 5: How Service Branding Is Different.

Part II. Managing the Brand.

Chapter 6: Developing a Brand Strategy for Anything.

Chapter 7: Telling People About Your Brand.

Chapter 8: Choosing and Managing Your Name and Logo.

Chapter 9: Making Sure Your Brands Work Together.

Chapter 10: Building your Brand from the Very Start.

Chapter 11: New Lives for Old Brands.

Chapter 12: Growing Your Business by Extending Your Brand.

Chapter 13: When Things Go Wrong.

Chapter 14: Keeping Your Brand at Peak Performance OverTime.

Part III. Branding on a Small Scale.

Chapter 15: Branding for Entrepreneurs.

Chapter 16: Guerilla Branding: Branding for SmallBusinesses.

Chapter 17: Branding the Individual: Your Personal Brand.

Part IV. Branding for Real Estate.

Chapter 18: Branding Real Estate for the Small Investor.

Chapter 19: Branding Real Estate for the Large Investor.

Chapter 20: Managing Your Real Estate Brand.

Part V. Making Your Brand Work for You.

Chapter 21: How Brands Increase the Value of a Business.

Chapter 22: Constructing the Scorecard for Your Brand.

Chapter 23: Your Employees and Your Brand.

Index.

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