Trump brand loses luster with affluent

Rates for rooms at Trump's new D.C. hotel are being slashed as travelers weigh their options, and smartphone data suggest fewer people are visiting his properties compared to rival venues nearby. The Republican nominee for president is in danger of losing not just the election, but something dear to a man who claims the marketing value of his name alone is worth $3 billion: the many customers, mostly wealthy, who have stayed at his hotels, played a round at his golf courses or held galas at his oceanside resorts. Experts say the Trump brand is tarnished and at a tricky crossroads as his appeal shifts from the well-heeled, high-income people he has long courted to a more middle-class base, including the fervent fans he cultivated during the campaign. There is speculation that he could start a Trump media network as a right-wing alternative to major news outlets, drawing money from advertisers to make up for any weakness in his empire elsewhere. In a statement, Amanda Miller, vice president of marketing at the Trump Organization, said: "The Trump brand remains incredibly strong and we are seeing tremendous success across business units." Unlike his golf courses, in which he has heavily invested, many Trump hotels and residential towers are owned by others who pay him to place his name over the entrance and for marketing and management services — and could possibly cut him out someday. Brand Keys, a research firm that polled 1,536 registered voters nationwide, said Trump's comments about groping women has sent the premium you can charge for something bearing the Trump name down sharply. Prior to Trump's presidential bid, foot traffic to his golf properties, hotels, resorts and other properties, both those owned by him and those just bearing his name, was steady year-over-year. According to its most recent data, share of foot traffic was down 19 percent in September, compared with 2014, before Trump announced his candidacy. After several big-name brands including NBC, Macy's and others severed ties in July 2015 following Trump's derogatory remarks about Mexican immigrants, but there has been no similar high-profile exodus since. [...] Trump condos sold for 5.6 percent more in August than they did a year earlier, versus a drop for rivals.

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Trump Brand Loses Luster With Affluent

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Trump Brand Loses Luster With Affluent

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