Trump branding and licensing
Trump brand has marketed Trump name on a large number of building projects that are owned and operated by other people and companies, as well as licensing his name for various commercial products and services. In doing so, he achieved mixed success for himself, his partners, and investors in the projects. In 2011, Forbes‘ financial experts estimated the value of the Trump brand at $200 million. Trump disputed this valuation, saying his brand was worth about $3 billion.
Because developers pay Trump to market their properties and to be the public face for their projects, some buildings that display his name are not owned or operated by him. According to Forbes, this portion of Trump’s empire, actually run by his children, is by far his most valuable, having a $562 million valuation, with 33 licensing projects under development including seven Trump International Hotel and Tower “condo hotels”.
Properties to which Trump has licensed his name and image include two in Florida that have gone into foreclosure. The Turkish owner of Trump Towers Istanbul, who pays Trump for the use of his name, was reported in December 2015 to be exploring legal means to dissociate the property after the candidate’s call to temporarily ban Muslims from entering the United States.