How does the Trump brand work?

The Week Middle East - - News -

Trump re­alised early on that his life could be used as an ad­ver­tise­ment for his work. The life­style, the women, the yacht (though he hates sail­ing), the out­ra­geous claims, even his hair, all cre­ated at­ten­tion and hard cash (his 1987 book The Art of the Deal was a huge best­seller). Many prop­erty devel­op­ers around the world have paid him to be the pub­lic face of their build­ings, in re­turn for a cut of the prof­its. You can also buy Trump en­ergy drinks, Trump menswear and Suc­cess by Trump, an af­ter­shave that “captures the spirit of the driven man”. “It’s not even a ques­tion of ego,” he ex­plained. “It’s just that my name makes every­thing more suc­cess­ful.”

How rich is he?

His em­pire is pri­vately owned, opaque and con­tested. Trump usu­ally says he’s worth in ex­cess of $10bn, but has added: “My net worth fluc­tu­ates, and it goes up and down with mar­kets and with at­ti­tudes and with feel­ings – even my own feel­ings.” Forbes mag­a­zine thinks he’s worth $3.7bn, mak­ing him the 156th wealth­i­est per­son in the US. Bloomberg puts it at nearer $3bn.

How good a busi­ness­man is he?

A young Trump with his first wife, Ivana

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