Donald Trump's empire is under siege as his glamorous image fades
AP
Consumers' perception of the Trump brand has tanked since the tape of the Republican nominee speaking crudely about women surfaced last week, according to a survey by Brand Keys.
Last year, the Trump name - which is prominently displayed on high-end casinos, hotels, wineries, and more - increased the perceived value of products and services anywhere from 20% to 37%, according to Brand Keys.
That's because the Trump name at the time stood for "wealth, luxury, and glamour, and for some, wretched-excess," writes Robert Passikoff, Brand Keys' founder and president.
Now in the wake of the tape scandal, the "added value" of the Trump name has dropped precipitously, according to the firm's October 9 poll of 1,536 registered voters across the US.
Reuters/Steve Marcus
For example, the "added value" of Trump's brand in TV and entertainment - the category where his "added value" is highest - has dropped from 43% to 30% between June and the most recent poll.
His brand value dropped 8 percentage points in real estate and 6 percentage points in country clubs and golf clubs in the same period.
A brand's perceived value has a direct impact on where shoppers choose to spend their money.
In other words, there's more than a bid for the White House at stake for Trump in this election, as his performance could have a lasting impact on his businesses.
Kevin Lamarque/Reuters
Jack Ezon, president of travel company Ovation Vacations, told the Boston Globe in September that business was down at least 30% at several of Trump's hotel properties.
If Trump is mired in another scandal like the "Access Hollywood" tape, then things could get even worse for the Republican nominee.
"Consumers will be distancing themselves from Trump-branded products," Pasikoff told the Wall Street Journal.
- Exploring the world on wheels: International road trips from India
- 10 worst food combinations you must avoid as per ayurveda
- Top seeds that keep you cool all summer
- 8 mouthwatering mango recipes to try this season
- India's hidden gems where the thermometer doesn't cross 20 degrees
- Nothing Phone (2a) blue edition launched
- JNK India IPO allotment date
- JioCinema New Plans
- Realme Narzo 70 Launched
- Apple Let Loose event
- Elon Musk Apology
- RIL cash flows
- Charlie Munger
- Feedbank IPO allotment
- Tata IPO allotment
- Most generous retirement plans
- Broadcom lays off
- Cibil Score vs Cibil Report
- Birla and Bajaj in top Richest
- Nestle Sept 2023 report
- India Equity Market