Has Trump inflated the value of his brand?

BVWireIssue #164-4
May 25, 2016

Donald Trump exaggerating? Really? When he announced his candidacy last year, Trump estimated that the value of his personal brand was $3.3 billion. But Forbes magazine, after consulting with brand experts, pegged the likely value at about $125 million.

Show the returns: While Trump recently released financial disclosure documents, he won't release his tax returns until an ongoing audit is finished. Trump says "there's nothing to learn" from the feet-high stack of income tax returns that he's posed with for photos, according to a report from The Associated Press. But tax experts disagree. In terms of his brand value, the returns could offer information about how much licensing income he receives, providing new clues about the true value of his brand, according to Joseph Thorndike, director of the Tax History Project at the nonprofit Tax Analysts. "It sheds light on the issue but it's not going to be a slam-dunk answer," he says.

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