Trump is supported by the brand name he has built for himself. He has worked to make the brand of Trump synonymous with luxury and opulence. Trump Hotels, Trump Golf Resorts, Trump Steaks, Trump Clothing, Trump this and Trump that. How many times has he cowered under from scrutiny by stating that it was merely a license deal and he had no direct involvement.
Over the years we have seen brands rise and fall. Tiger Woods is an obvious example, where a great brand suddenly became tarnished due to scandal. The brand though still worth a considerable amount is no where close to the worth it experienced at the height of his career pre-scandal.
Today the Trump brand is according to Trump worth almost 3.3 billion dollars or nearly 40% of his reported 8-10 billion dollar wealth. With the Trump University scandal looming and the continuous exposure of his bigoted statements, along with the general dislike for him as a person will his brand suddenly become radioactive? If it does a large portion of his valuation is gone in a matter of months, his ability to license his name goes in the toilet except to some camo company in the south, and the properties he does own devalue because of the lack of exclusivity. The current perception is that I will be treated like a Trump at a Trump golf resort, but if the Trump name is all smoke and mirrors than the experience becomes one of smoke and mirrors as well.
The move by Trump to seek the Presidency was completely guided by his narcissistic beliefs that he is "Trump" and that his brand alone is enough to guide him to the White House. The Midas touch that he has experience is indeed becoming poisonous to the touch and will take Trump down with it. He has made a costly error that will probably force him into personal bankruptcy and he will become a foot note in the history of the US.