Trump University Branding 101: How to Build the Most Valuable Asset of Any Business [hard cover]

Trump University Branding 101: How to Build the Most Valuable Asset of Any Business [hard cover]

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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 US dollars. How you manage your brand has a tremendous impact on your ability to get New customers, grow your profits and keep your business strong. Trump University Branding 101, by Columbia University Marketing Professor Don Sexton, explains everything you need to know to make your brand and your business, "stick" in the minds of your customers.

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 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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