Trump University Branding 101: How To Build The Most Valuable Asset Of Any Business(ISBN=9780470189009) pdf snb 115盘 kindle 在线 下载 pmlz mobi

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.

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　

　　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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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