Donald Trump Is ‘Most Powerful Brand in the World

By Douglas A. McIntyre Updated Jan 12, 2:29PM EST · Published Feb 26, 6:43AM EST

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There are a number of brand valuation companies, each of which has its own elaborate set of formulas to determine its figures. Among theses is Brand Keys, which recently stated Donald Trump is ‘the most powerful brand in the world.”

Robert Passikoff, Brand Keys president, said:

For 25 years Donald Trump has been one of the most powerful brands we’ve tracked. You could add his name to anything and the increased perceived value of the products increases upwards of 30 percent. As a reference point, on average the most celebrated celebrities generally add 12-15 percent additional value to products or services they endorse or to which they lend their names.

Added-value related to the Trump brand how much more a product or service is seen to meet consumer expectations and to be worth more monetarily took a hit when the Access Hollywood tape was released, but has rebounded with his election and is up significantly in three categories that President Trump is most closely identified with: TV/Entertainment, Country/Golf Clubs and Real Estate/ Hotels.

One of the concrete examples Brand Keys gives is that a luxury condominium which can charge $1,000 per square foot under “normal” circumstances, can charge $1,450 when the owner uses the Trump name.

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Methodology: One thousand two hundred (1,200) Republicans, Democrats and Independents, drawn from the nine U.S. Census Regions, participated in a national study conducted by Brand Keys (brandkeys.com) the week of February 20th. The survey examined seven categories in which Brand Keys has traditionally tracked the Trump brand.

For some reason, the approach seems very thin. However, Trump studies may be a good way for Brand Keys to build its own brand. Like most brand management firms, Brand Keys charges for its “brand building” services.

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About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.