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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　著著

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出版时间：2008-9-1

I S B N：9780470189009

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

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148.00元

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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168.80元

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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.Â® 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.

作者简介

Downloading Forms　
Foreword to the Trump University 101 Series by (Donald J　Trump)　
Acknowledgments　
Part Ⅰ　Fundamentals 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 Ⅱ　Managing 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 Ⅲ　Branding 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 Ⅴ　Making 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　