Trump brand tarnished after bruising presidency and Capitol attack

Donald Trump shot to prominence with a business empire that bears his name, but after four years of political tumult capped by his supporters’ violent attack on the Capitol, the US president’s brand stands tarnished, threatening his businesses, experts say.

Companies that stuck with Trump throughout his term are cutting ties in an 11th-hour stampede, including Signature Bank which closed Trump’s personal accounts and the PGA of America which scotched a plan to hold its 2022 championship at Trump’s New Jersey golf course.

Donald Trump shot to prominence with a business empire that bears his name, but after four years of political tumult capped by his supporters’ violent attack on the Capitol, the US president’s brand stands tarnished, threatening his businesses, experts say.

Companies that stuck with Trump throughout his term are cutting ties in an 11th-hour stampede, including Signature Bank which closed Trump’s personal accounts and the PGA of America which scotched a plan to hold its 2022 championship at Trump’s New Jersey golf course.

Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, said Trump’s brand will suffer long-term damage due to the chaos.

“Before his term, Trump stood for wealth, success and over-the-top luxury,” he said. “Now the brand has associations with anti-government views, racism and extremism. This makes the brand fairly toxic.” (AFP | Delphine TOUITOU / John BIERS)