As you might except from a master salesman who deals in illusion and delusion, Donald Trump’s fragrance line is called “Success.” For about $30, you can buy a bottle of this scented water with the Trump label.
Trump, up until his recent foray into presidential politics, has been very protective of his brand. His entire life has been spent associating the Trump name with luxury, style and, well, success. How else could he take an ordinary product and double or triple its normal price? With the Trump imprimatur, that’s how!
If you haven’t noticed, the Trump brand has been taking a beating lately.
People normally attracted to the Trump label are shunning or boycotting many of the huckster’s products from hotel rooms, casino trips, items from his clothing line, food products or anything else affiliated with Trump.
According to data provided by Hipmunk, an online travel reservations company, occupancy at Trump’s hotels is down almost across the board, sometimes by as much as 75% compared to this time last year.
Of course, Hipmunk is just one of a bunch of online travel booking websites, but a survey of 2,000 Americans conducted in late May by the branding company Skift found that almost 57% of Americans were less likely to stay in a Trump hotel now that the company’s namesake is on the campaign trail.
A large chunk of Donald Trump’s net worth (whatever it actually is) is attributed to his brand. In fact, Trump has evaluated his brand’s worth at $3.3 billion. As things stand, Trump may need a serious talk with his accountants.
How much lower will Trump allow his cherished brand to fall? Might not a prudent man find a graceful way to exit the race? Ah, but there’s the rub… no one would ever describe Trump as a prudent man!
A crushing defeat in November to Hillary Clinton would not only seriously wound Trump’s huge ego but also devalue his brand to chump change.
Trump might even be forced to relabel his cologne. Instead of “Eau de Toilette” he may have to go with “Toilet Water.”