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

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.

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.

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.