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Trump University Branding 101: How to Build the Most Valuable Asset of Any Business
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More About This Title Trump University Branding 101: How to Build the Most Valuable Asset of Any Business

  • English

English

Trump University books are practical, straightforward primers on the basics of doing business the Trump way-successfully. Each book is written by a leading expert in the field and includes an inspiring Foreword by Trump himself. Key ideas throughout are illustrated by real-life examples from Trump and other senior executives in the Trump organization. Perfect for anyone who wants to get ahead in business, with or without the MBA, these streetwise books provide real-world business advice based on the one thing readers can't get in any business school-experience.

In Trump University Branding 101, you'll learn how to:

* Build a powerful brand that increases the sales and profits of any business
* Launch your entrepreneurial brand
* Manage the differences between service branding and product branding
* Develop a brand for your real estate investments
* Make your brand far more than just a name or logo
* Develop clear positioning and brand strategy
* Successfully communicate your brand
* Choose an appropriate brand name and logo
* Reinvigorate a struggling brand
* Use guerrilla branding for your small business
* Build your own personal brand for career development
* Keep your brand image consistent
* Grow your brand over time
* Use your brand to increase the overall value of your business
  • English

English

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.
  • English

English

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 Over Time.

Part III. Branding on a Small Scale.

Chapter 15: Branding for Entrepreneurs.

Chapter 16: Guerilla Branding: Branding for Small Businesses.

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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