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

322 Pages·2008·5.33 MB·English

by  Donald Sexton

TRUMP
U N I V E R S I T Y
BRANDING 101
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T R U M P

U N I V E R S I T Y
BRANDING 101
How to Build
the Most Valuable
Asset of Any Business
Don Sexton
John Wiley & Sons, Inc.
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Copyright © 2008 by Trump University. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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accuracy or completeness of the contents of this book and specifi cally disclaim any implied
warranties of merchantability or fi tness for a particular purpose. No warranty may be created or
extended by sales representatives or written sales materials. The advice and strategies contained
herein may not be suitable for your situation. You should consult with a professional where
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ISBN 978-0-470-18900-9
Printed in the United States of America.
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To all the members of my wonderful family,
Laura, Mitra, Daniel, Jonathan, Ian,
Matt, and Nan, who are always
in my thoughts.
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C o n t e n t s
Downloadable Forms xi
Foreword to the Trump University
101 Series By Donald J. Trump xiii
Acknowledgments xv
PART I
Fundamentals of Branding 1
CHAPTER 1 Trump on Branding 3
CHAPTER 2 Why Branding Is Critical to
Every Business 9
CHAPTER 3 What Is a Brand? Not Just
a Name 24
CHAPTER 4 Your Brand Positioning 39
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CONTENTS
CHAPTER 5 How Service Branding
Is Different 53
PART II
Managing the Brand 67
CHAPTER 6 Developing a Brand Strategy
for Anything 69
CHAPTER 7 Telling People about
Your Brand 91
CHAPTER 8 Choosing and Managing Your
Name and Logo 105
CHAPTER 9 Making Sure Your Brands
Work Together 115
CHAPTER 10 Building Your Brand from
the Very Start 125
CHAPTER 11 New Lives for Old Brands 141
CHAPTER 12 Growing Your Business by
Extending Your Brand 152
CHAPTER 13 When Things Go Wrong 168
CHAPTER 14 Keeping Your Brand at Peak
Performance over Time 177
PART III
Branding on a Small Scale 197
CHAPTER 15 Branding for Entrepreneurs 199
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Contents
CHAPTER 16 Guerrilla Branding: Branding
for Small Businesses 211
CHAPTER 17 Branding the Individual:
Your Personal Brand 225
PART IV
Branding for Real Estate 241
CHAPTER 18 Branding Real Estate for
the Small Investor 243
CHAPTER 19 Branding Real Estate for
the Large Investor 257
CHAPTER 20 Managing Your Real Estate
Brand 273
PART V
Making Your Brand Work for You 285
CHAPTER 21 How Brands Increase the Value
of a Business 287
CHAPTER 22 Constructing the Scorecard
for Your Brand 296
CHAPTER 23 Your Employees and Your Brand 301
Index 311
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D o w n l o a d a b l e F o r m s
Exhibit 6.2 Components of a Brand Strategy 75
Exhibit 6.4 Segment Identifi cation Chart with
Real Estate Segments 82
Exhibit 6.5 Segment Selection Chart with
Real Estate Segments 84
Exhibit 6.6 Positioning Description—Real Estate Example 89
Exhibit 9.1 Levels of Branding 116
Exhibit 9.3 Relative Importance of Benefi ts by
Segments: Truck Example 123
Exhibit 12.3 Attributes and Opportunities Audit 160
Exhibit 18.1 Brand Plan for Real Estate 245
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F o r e w o r d t o t h e Tr u m p
U n i v e r s i t y 1 0 1 S e r i e s
People often ask me the secret to my success, and the answer is
simple: focus, hard work, and tenacity. I’ve had some lucky breaks,
but luck will only get you so far. You also need business savvy—not
necessarily a degree from Wharton, but you do need the desire and
discipline to educate yourself. I created Trump University to give moti-
vated businesspeople the skills required to achieve lasting success.
The Trump University 101 Series explains the most powerful and
important ideas in business—the same concepts taught in the most
respected MBA curriculums and used by the most successful compa-
nies in the world, including The Trump Organization. Each book is
written by a top professor, author, or entrepreneur, whose goal is to
help you put these ideas to use in your business right away. If you’re
not satisfi ed with the status quo in your career, read this book, pick
one key idea, and implement it. I guarantee it will make you money.
Donald J. Trump
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A c k n o w l e d g m e n t s
Many thanks to many people: Donald J. Trump for his contagious
drive, unsurpassed brand- building, and ongoing support; many
executives in The Trump Organization who generously gave their time
to provide suggestions and illustrations and answer questions— Ivanka
Trump, Donald Trump Jr., Cathy Hoffman Glosser, Meredith McIver,
Jim Petrus, Suzie Mills, Chris Devine, and Jennifer Favre; Mary Moyer
at Trump Entertainment Resorts; Consuelo Remert at Millward Brown
Optimor; Michael Sexton, the president of Trump University, for his
matchless entrepreneurial spirit and creativity; David Highbloom and
Larry Morris of Trump University for our lively discussions; brand
gurus Peter Farquhar and Jim Gregory from whom I always learn; at
Wiley, Richard Narramore, senior editor, and Tiffany Groglio, editorial
assistant, for their much appreciated sound advice and immense patience.
Thanks to all.
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