At the beginning of the year Donald Trump estimated his brand, alone, was worth $5B. In his new book, Time to Get Tough, he states the Trump brand value is worth closer to $3B … as valued by “Predictive.” (IPBlog is searching for more information on Predictive and their methodologies.) Using John Hallward’s “simple” formula of what you get divided by what you pay, it’s clear Trump’s is an impressive premium brand and that “what you get” is almost all about associated attitudes and emotions (brand equity) as opposed to product performance.
More importantly, at least one paper establishes a direct link between brand-building activity (arguably Donald Trump’s full-time job) and a firm’s financial performance. (These studies are building blocks in the push to get all of a company’s intangible assets reflected on the balance sheet.)