5 charts: Donald Trump’s damaged brand, by the numbers
As the Trump campaign continues to implode, the Trump brand — which the GOP candidate has often pointed to as proof of his business acumen — is also taking a significant hit.
The interesting thing about the Trump brand is that it’s actually worth a lot. A large part of Trump’s fortune has been made just from being Donald Trump. When he launched his bid, Trump valued his licensing deals and brand developments at $3.3 billion, according to the Washington Post.
Here, in five charts, is how that once-valuable brand is being damaged.
Adding the Trump name to something used to be a good thing, increasing value between 20 percent and 37 percent, according to a survey this month by Brand Keys. Post candidacy, that added value began going down across the board. But it really nosedived last week, after a tape of Trump talking about sexually assaulting women was made public.
The Trump name is most aligned with the candidate’s hotels. Indeed, Trump uses his presidential campaign to tout his brand and his ventures, even turning one press conference into a tour of a new hotel. It’s an uphill battle: New properties like the Trump International in Washington, D.C., are failing to fill rooms, even at reduced rates. New York Magazine crunched the numbers using Hotels.com data to see what happened to the hotel’s prices as bankers and dignitaries came to town during the World Bank/IMF meeting. (By comparison, the Georgetown Ritz-Carlton’s room were $1,139 a night.)
Foursquare, which uses foot-traffic intelligence to figure out how brands are affected by events — whether it’s McDonald’s launching all-day breakfasts or a Trump tape leak — crunched numbers to see how properties with the Trump name were faring.
Foursquare found that since Trump announced his candidacy, foot traffic to Trump casinos, hotels and golf courses is down. Prior to his bid, foot traffic was steady year-over-year. And after he announced his bid, the properties that used to get more traffic in the summer didn’t hit the mark. When the primaries began in March, he lost more share. Trump SoHo, Trump International Hotel & Tower Chicago and Trump Taj Mahal were hit hardest, according to Foursquare.
Given that most of Trump’s properties are located in blue states, the losses have been intensified. In purple states like Nevada and Florida, Fourquare found that fewer people were visiting Trump properties than in more progressive cities like Las Vegas and Miami. Interestingly, Trump properties have seen a double-digital decrease from visits by women this year, which means women are driving much of the fall-off.
Data crunched by 30db for Digiday compared “Donald Trump” with ‘Trump Tower,” perhaps the most visible business property associated with Trump. “Donald Trump” isn’t doing so well on social media when it comes to sentiment — but for “Trump Tower,” the hit is even worse.
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