"That was certainly Trump's approach to business: he was the New York real estate tycoon who turned his fame into a brand that symbolized luxury and savvy strategy even if his companies had filed for bankruptcy six times. Trump spent decades trying to use his name to turn a profit: he owned an airline and a university, and slapped his moniker on vodka, steaks, neckties, board games and even bottled water."
"Leveraging the fame he gained from the Apprentice TV show, he expanded to licensing Trump-branded global real estate projects built by other developers. In many of these ventures, Trump collected licensing fees, rather than investing his own money, ensuring that he profited even if the businesses collapsed. Today, Trump is using the US presidency as the ultimate branding opportunity. In his second term, he's slapping his name on as many buildings, monuments and government projects as he can."
Donald Trump converted New York real estate success and television fame into a global personal brand that endured despite six corporate bankruptcies. He licensed his name across airlines, a university, vodka, steaks, neckties, board games and bottled water, frequently collecting fees rather than investing capital. Television exposure from The Apprentice enabled expansion into Trump-branded real estate projects developed by others. As president he used institutional influence to affix his name to public buildings and monuments. Trustees he installed at the Kennedy Center added his name to the exterior, provoking Democratic assertions that congressional naming authority prevents such renaming.
Read at www.theguardian.com
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