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.
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