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Trump’s Brand

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Trump’s ‘America’ is New York City

By Ariadna Theokopolous

Trump has been a very successful businessman, not so much as a builder but as a salesman. He sold the brand he created: himself, or rather, his name. It doesn’t matter how many or how few of his buildings he actually owns: the world knows them as Trump towers. The use of his name fetches large fees and a percentage of the profit.

Some of his campaign speeches, in which he talked about the wall he wanted to build on the South border sounded like the rehearsed spiel he must have always used: “It will be BEAUTIFUL! You’ll see.” He sounded confident because, justifiably, he trusts his own spiel based on the track record. It has worked well for him.

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