I have been following the Trump brand since I encountered Donald Trump at Studio 54 in the early 1980s. Back then, he had a reputation in New York social circles. He was viewed as an outsider to polite society. He was seen as a nouveau riche playboy and real estate developer who was aggressive but struggling. His book, The Art of the Deal, raised his awareness and his reputation nationally, as did his stint on The Apprentice. The Apprentice really brought him to national prominence. His awareness grew almost exponentially as he ran for and then became president of the US. His need for attention has insured that he has been talked about constantly for the past four years.
Traditionally, the Trump brand stood for luxury and exclusivity. It was posh. Donald Trump rendered his last name in gold and applied it to condominiums, golf clubs, hotels, resorts, casinos, and even wine and a university to connote quality. But when Donald Trump entered politics and became president of the US, his personal brand began to stand for populism, the common man and people who felt disenfranchised. There is clearly a disconnect between the two manifestations of the brand. And now, it stands for something completely different, but I am getting ahead of myself.
Brand equity is primarily driven by brand awareness. Brand awareness is the cornerstone of any strong brand. And, as the saying goes, “No publicity is bad publicity.” Or is it?
Intrigued by the Trump brand, I fielded a Trump brand survey nationally in 2016 and again in 2019. I just repeated it beginning on January 8, two days after the Capitol Hill insurrection.
This is how the Trump brand was perceived in 2016 versus today.
In 2016, here are the words that Americans thought best described Donald Trump (in decreasing order):
- Outspoken
- Ambitious
- Confident
- Businessman
- Rich
- Entrepreneurial
- Successful
- Billionaire
- Energetic
- Hard working
- Passionate
- Egotistical
- Narcissist
- Bully
- Selfish
- Rude
- Outspoken
- Crass
- Fraud
- Dangerous
- Authoritarian
- Greedy
- Corrupt
- Ill-mannered
- Loud
- Superficial
- Sexist
- Bigoted
- Impulsive
- Boorish
- Pretentious
- Narrow-minded
- Intolerant
- Angry
- Huckster
- Charlatan
- Outspoken
- Ambitious
- Egotistical
- Cunning
- Energetic
- Entrepreneurial
- Hard working
- Impulsive
- Rich
- Shrewd
- Crass
- Fake/fraud (16%)
- Gaudy/ostentatious/gold toilets (12%)
- Fake elegance (10%)
- Greed (9%)
- Lies (9%)
- Overpriced (7%)
- Garbage/trash (6%)
- Hotels (6%)
- No substance (6%)
- Over the top (5%)
- Bankruptcy (4%)
- Corruption (4%)
- Criminal (4%)
- Racism (4%)
- Real estate (4%)
- Sickening (4%)
Others highly mentioned: casinos, con artist, gross, egotistical, evil, excess, failed businesses, obnoxious, pretentious, privileged, scam, snobbish, The Apprentice, thief, Trump Tower, vulgar, wealth
- Liar (24%)
- Narcissist (22%)
- Con artist (18%)
- Criminal (9%)
- Bully (8%)
- Cruel (6%)
- Dumb/stupid/idiot (6%)
- Traitor/treason (6%)
- Deplorable (5%)
- Evil (5%)
- Revolting (5%)
- Vulgar (5%)
- Biggest loser (4%)
- Dictator (4%)
- Disgusting (4%)
- Fake (4%)
- Fraud (4%)
- Incompetent (4%)
- Mentally ill (4%)
- Racist (4%)
Others highly mentioned: asshole, braggart, businessman, cult leader, dangerous, greedy, no moral compass, patriot, self-promotion, smart, trash, worst president
- America
- Bankruptcy
- Casinos
- Cheater
- Excess
- Golf courses
- Hotels
- Landmark properties
- Lies
- Prestige
- Real estate
- Strength
- Success
- The Apprentice
- Trump Tower
- Wealth
- America First
- Braggart
- Bully
- Challenges status quo
- Criminal
- Crude
- Disciplined
- Doesn’t get full credit
- Entrepreneur
- Liar
- Loves Americans
- Misunderstood
- Narcissist
- Own worst enemy
- Patriot
- Populist
- POTUS
- Risk taking
- The Apprentice
- Vulgar
- Wasted potential
Breaking with tradition, the Pentagon will not engage in an armed forces farewell or honor Donald Trump’s request for a military-style parade upon his departure from the White House. Scotland does not want Donald Trump to spend time at his golf course there after his departure from Washington, DC. Residents of Palm Beach, Florida have warned Donald Trump that he should not reside at his Mar-a-Lago Club in their community. He is the only US president that has been impeached twice. And he is likely to face multiple criminal charges and legal battles with individuals, states and potentially the federal government upon his departure from Washington, DC.