Experts: Trump aims for bigger fortune

NEWYORK — In his own words, Donald Trump is the very definition of American success. So why jeopardize a billion-dollar business empire for a populist shot at the White House?

The flamboyant tycoon, reality TV star and the mogul instantly recognizable to millions by his complicated combover, sits atop a dazzling empire of real estate, hotels and golf courses.

He's called Mexicans rapists, insulted his rivals, hijacked the start of the Women's British Open and lost a string of highly publicized business deals as a result.

But doing business, experts believe, is what his improbable bid for the presidency is all about. He doesn't want the White House -- he wants leverage that could earn him a bigger fortune, they say.

"Donald Trump is in the business of polishing the Trump brand," says Larry Chiagouris, professor of marketing at Pace University in New York. "He knows he's not going to be president."

In an article headlined "Donald Trump's brazen genius," The Economist suggested the mogul had his eye on political leverage "worth a fortune" in the red-tape of real estate.

If he can wield enough influence and gather enough steam, Chiagouris believes he could cut the mother of all deals if he can anoint the successful White House nominee.