The Trump Brand - 

Time to hit him where it hurts?

 

According to a recent Forbes' article Donald Trump values his brand (licensing deals, brand, and branded developments) at just over $3 billion. I am left wondering what this presidential primary campaign has done to the value of his brand. Clearly Donald Trump has his supporters - anywhere from 25-45% of the GOP voters have thrown their support to Trump. That means that a larger percentage of the GOP electorate currently support other candidates over Trump. Based on comments made from GOP leaders and industry pundits there is a significant number of GOP voters that are adamantly opposed to Trump and what he represents. I don't think anyone knows how GOP voters not currently aligned with Trump will react should he emerge as the nominee and this should raise real concerns within the GOP.

In Trump's corner are also a percentage of Independent and Democratic voters although from everything I have heard and read these numbers are not anywhere near the majority of those voters. That is clearly the case with crossover Democrats (no matter what Trump claims). I have little doubt that the number of crossover Democrats that would support a potential Kasich presidency would be much greater than those supporting Trump. 

Trump often cites the large number of people that he is bringing into the party but does not mention the number of GOP voters that he is losing, the number of Independents that are opposed to his policies and the number of Democrats that might become energized to vote against his election. I have heard a number of Democrats say that they are not enthusiastic to be possibly voting for Hillary Clinton unless Cruz or Trump were the GOP nominee.

My point here is that in pure numbers Trump does not have a large electoral base. Could this change? In politics anything is possible but this raises real questions about the impact his campaign has had on his brand and its value.

In pure dollars and cents:

• How many Trump supporters purchase multimillion dollar condos?
• How many frequent his exclusive golf courses and resorts?
• How many are members at Mar-a-Lago?
• How many are high-rollers in his casinos?
• How many are purchasing his steaks or vodka? (Note: can you still buy his steaks and vodka?).

I have no evidence to back up this claim but my guess is that a very small percentage of the electorate supporting him represent the demographics of who buys his products and services. So what value do they bring to his brand in pure dollars and cents? This could certainly change if he were to offer a product more focused on John Q. Public and not the 1 and 10 percenters.

Which leads me to wonder why efforts have not been made to have people choose which side of the fence they stand with Trump - and not just politically. Should Americans opposed to Trump's policies be purchasing his condos and other properties? Should they frequent his golf courses and resorts when others are available? Should they support his apparel company which are manufactured mostly in dreaded CHINA? Should they support his television show and its advertisers? Should people continue to provide this man with the all-mighty dollars that contributed to his wealth and power? 

If Trump assessed the value of his brand at $3 billion before embarking on his run for President, what does he assess it at now? Actually a more realistic answer would be found from unbiased financial experts.

Americans backing Trump and his campaign should make every effort to support him in any way possible. Maybe it is time for those opposed to Trump and what he stands for to do the same - with not just their votes but with their wallets and pocketbooks too.  Sometimes you just have to hit where it hurts.