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