How does the Trump brand work?
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