دانلود کتاب Trump University Branding 101: How to Build the Most Valuable Asset of Any Business

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.Content: Chapter 1 Trump on Branding (pages 1–8): Chapter 2 Why Branding is Critical to Every Business (pages 9–23): Chapter 3 What is a Brand? Not Just a Name (pages 24–38): Chapter 4 Your Brand Positioning (pages 39–52): Chapter 5 How Service Branding is Different (pages 53–65): Chapter 6 Developing a Brand Strategy for Anything (pages 67–90): Chapter 7 Telling People about Your Brand (pages 91–104): Chapter 8 Choosing and Managing Your Name and Logo (pages 105–114): Chapter 9 Making Sure Your Brands Work Together (pages 115–124): Chapter 10 Building Your Brand from the Very Start (pages 125–140): Chapter 11 New Lives for Old Brands (pages 141–151): Chapter 12 Growing Your Business by Extending Your Brand (pages 152–167): Chapter 13 When Things Go Wrong (pages 168–176): Chapter 14 Keeping Your Brand at Peak Performance over Time (pages 177–195): Chapter 15 Branding for Entrepreneurs (pages 197–210): Chapter 16 Guerrilla Branding: Branding for Small Businesses (pages 211–224): Chapter 17 Branding the Individual: Your Personal Brand (pages 225–240): Chapter 18 Branding Real Estate for the Small Investor (pages 241–256): Chapter 19 Branding Real Estate for the Large Investor (pages 257–272): Chapter 20 Managing Your Real Estate Brand (pages 273–284): Chapter 21 How Brands Increase the Value of a Business (pages 285–295): Chapter 22 Constructing the Scorecard for Your Brand (pages 296–300): Chapter 23 Your Employees and Your Brand (pages 301–310):