The value of Donald Trump’s name may be collapsing among the consumers that his business most depends on, Politico reports. A December corporate reputation survey by a Young & Rubicam marketing division found the Trump brand has lost a significant amount of cachet among the people who make more than $100,000 a year—the same high-income consumers who stay at his hotels, buy homes in his property developments, and play at his country clubs. The Y&R unit, which has been evaluating the Trump company for more than a decade, reports the organization had never before experienced such a precipitous drop. Financial documents the Republican presidential frontrunner released claim his company’s “deals, brand, and branded developments” were valued at $3 billion, meaning his name is the most significant part of his portfolio.
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