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Trump University品牌101: How To Build The Most Valuable Asset Of Any BusinessTrump University Branding 101: 如何创立企业最最有价值的品牌

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作者: Don Sexton著

出 版 社:

出版时间: 2008-9-1字数:版次: 1页数: 316印刷时间: 2008/09/01开本: 16开印次: 1纸张: 胶版纸I S B N : 9780470189009包装: 精装内容简介

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.

作者简介:

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.

目录

Downloading Forms

Foreword to the Trump University 101 Series by (Donald JTrump)

Acknowledgments

Part ⅠFundamentals 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 ⅡManaging 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 ⅢBranding 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 ⅤMaking 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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