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

The Trump University guide to building brand value for long-term business success Whether a business is large or small, its brand is probably its most important and valuable asset. How a brand is managed has tremendous impact on an organization's ability to attract and hold customers, achieve high revenue and profits, and ensure future success. The most powerful brands are worth billions of dollars, but to build a powerful brand at any level requires time, effort, discipline, and understanding the way brands work. In Trump University Branding 101, Columbia University marketing professor Don Sexton explains all that any manager needs to know to build and maintain powerful brands that appeal to customers and increase the value of any business, large or small. Don Sexton, PhD (New York, NY), is Professor of Business at Columbia University and President of The Arrow Group, Ltd(r) . 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 such as the New York Times and BusinessWeek. He is also the author of Trump University Marketing 101 (978-0-471-91690-1), from Wiley.Content: Chapter 1 Trump on Branding (pages 1–8): Chapter 2 Why Branding is Critical to Every Business (pages 9–23): Chapter 3 What is a Brand? Not Just a Name (pages 24–38): Chapter 4 Your Brand Positioning (pages 39–52): Chapter 5 How Service Branding is Different (pages 53–65): Chapter 6 Developing a Brand Strategy for Anything (pages 67–90): Chapter 7 Telling People about Your Brand (pages 91–104): Chapter 8 Choosing and Managing Your Name and Logo (pages 105–114): Chapter 9 Making Sure Your Brands Work Together (pages 115–124): Chapter 10 Building Your Brand from the Very Start (pages 125–140): Chapter 11 New Lives for Old Brands (pages 141–151): Chapter 12 Growing Your Business by Extending Your Brand (pages 152–167): Chapter 13 When Things Go Wrong (pages 168–176): Chapter 14 Keeping Your Brand at Peak Performance over Time (pages 177–195): Chapter 15 Branding for Entrepreneurs (pages 197–210): Chapter 16 Guerrilla Branding: Branding for Small Businesses (pages 211–224): Chapter 17 Branding the Individual: Your Personal Brand (pages 225–240): Chapter 18 Branding Real Estate for the Small Investor (pages 241–256): Chapter 19 Branding Real Estate for the Large Investor (pages 257–272): Chapter 20 Managing Your Real Estate Brand (pages 273–284): Chapter 21 How Brands Increase the Value of a Business (pages 285–295): Chapter 22 Constructing the Scorecard for Your Brand (pages 296–300): Chapter 23 Your Employees and Your Brand (pages 301–310):

for Entrepreneurs, Marketers, And Managers, trump University Branding 101 Explains The Most Powerful Ideas And Most Effective Methods In Branding. Combining The Biggest Name In Business With Lessons From A Top Marketing Professor And Branding Expert, This Practical Guide Covers All The Ins And Outs Of World-class Branding.

author Don Sexton Has Taught Marketing At Columbia University For More Than Forty Years, And Now Shares His Lifetime Of Invaluable Experience With You. Each Chapter Presents An In-depth Explanation Of A Key Branding Idea And Explores It Using A Straightforward, Nonacademic Approach, With Supporting Exercises And Real-world Examples. Professor Sexton Explains All The Most Effective Branding Strategies, Which Ones Might Be Appropriate For Your Business, And How To Implement Them For Maximum Benefit.

including Real Examples From Businesses Of All Sizes, As Well As Three Unique Chapters On How To Build Your Real Estate Brand—advice Not Found Anywhere Else—this One-of-a-kind Guide Offers Practical Advice For Anyone Who Wants To Maximize Their Brand And Dominate Their Market. With The Right Strategies In Place, You Can Build Your Brand Profile, Increase The Value Of Your Business, And Rake In Big Profits.

perfect As Either A Stand-alone Primer On Branding Or As A Companion Text With Trump University Real Estate, Entrepreneurship, Or Marketing Courses, trump University Branding 101 Provides All The Information And Strategy You Need To Successfully Build A Brand Customers Can't Forget. No Matter What You Sell Or How You Sell It — Whether You're Running A Small Business Or A Major Corporation, A For-profit Or Nonprofit Organization This Comprehensive Guide Explains Everything You Need To Know About Effective, Profitable Branding.

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 "Author Don Sexton has taught marketing at Columbia University for more than forty years, and now shares his lifetime of experience with you. Each chapter presents an in-depth explanation of a key branding idea and explores it using a straightforward, nonacademic approach, with supporting exercises and real-world examples. Professor Sexton explains all the most effective branding strategies, which ones might be appropriate for your business, and how to implement them for maximum benefit." "Including real examples from businesses of all sizes, as well as three unique chapters on how to build your real estate brand - advice not found anywhere else - this one-of-a-kind guide offers practical advice for anyone who wants to maximize their brand and dominate their market."--BOOK JACKET Whether your business is large or small, your brand is probably the single most important and valuable asset of your organization. For example, each of the ten most valuable brands in the world is worth billions of pounds.