In previous posts we’ve discussed our Leadership Equity Model of marketing, and how brands lead by primarily answering one of four empiric human needs. We’ve successfully used our model to categorize over 150 brands. Since the Trump ‘brand’ is now sworn in as the most powerful in the world, we’ve put it under the model’s microscope.
The Trump name certainly makes for an unconventional Identity Brand. An Identity Brand offers membership to an exclusive club, and provides feelings of self-worth, validation and self-expression. It helps people define who they feel they truly are. Examples of Identity Brands include BMW, American Express, L’Oreal, Chanel, and Levis. Brand Keys, a global brand research consultancy headquartered in New York, recently performed a study that showed Trump’s pre-Presidential name added between 20% and 37% perceived value to any product; it now adds between 13% and 43% since his clothing lines have fared worse post-election, but his real estate holdings have done even better. Despite a more varied spread, the solid prestige of these figures is undeniable, with a consistent mean of 30% projected value. The name carries an image of perceived luxury, exclusivity and wealth – a club of money, if you will. Rather than projecting the ideal self, the Trump brand invites customers to an aspirational vision of wealth. However, we measure the true value of brand by its lasting impact, and we look forward to how the Trump brand weathers the challenges of the future.
But what do you think? What might be the successes or failures of the brand? Please comment below.