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

Sexton, Donald

Hardcover

ISBN 10: 0470189002 ISBN 13: 9780470189009

Publisher: Wiley, 2008

Synopsis

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

About this title

About the Author

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.

From the Back Cover

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

From the Inside Flap

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.

Edition details

• Publisher: Wiley
• Publication date: 2008
• ISBN 10: 0470189002
• ISBN 13: 9780470189009
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 336