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.
Table of Contents
Acknowledgments.
Dedication.
Foreword by Donald Trump.
Chapter 1. Building Your Brand.
Chapter 2. Why Branding Is Critical to Every Business.
Chapter 3. What Is a Brand? Not Just a Name.
Chapter 4. What Else You Need to Know About Branding.
Chapter 5. How Service Branding Is Different.
Chapter 6. Developing a Brand Strategy for Any Business.
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 a Brand from Scratch.
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.
Chapter 15. Should Your Brand Be Global?
Chapter 16. Branding for Entrepreneurs.
Chapter 17. Guerilla Branding: Branding for Small Businesses.
Chapter 18. Branding the Individual: Your Personal Brand.
Chapter 19. Branding Real Estate for the Small Investor.
Chapter 20. Branding Real Estate for the Large Investor.
Chapter 21. Branding Real Estate for the Developer.
Chapter 22. How Brands Increase the Value of a Business.
Chapter 23. Constructing the Scorecard for Your Brand.
Chapter 24. Taking Charge of Your Brand.
336 pages, Hardcover
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