The Trump Brand

Chairman, Trump University

I know that the "Trump" name is a powerful one. Nearly every day I'm approached by one company or another wanting me to put that name on some product or service. They know that with the Trump stamp of approval comes immediate recognition and an expectation of quality and success.

I think you'd be surprised at some of the proposals that come through my office. To be honest, many of them don't warrant more than a glance. Some of them get my attention, but it takes a lot for an idea to actually get any serious consideration.

I recently put my name on a new travel site, GoTrump.com. It has everything from the ultimate in luxury travel to the absolute best deals on everything from hotels to airfare.
It's a great site, check it out. It has to be, or I wouldn't have put my name on it.

I've worked hard to make sure the Trump name is found only on buildings of the highest caliber and products of the finest quality. I won't even consider giving my approval to anything unless I know it's the top of the line because when people see or hear Trump, they expect the best. That's just basic marketing and good business.

Recently I read that when the great fashion designer Karl Lagerfeld announced he was creating a new line of clothing with his name on it, Neiman Marcus and Bergdorf Goodman immediately ordered it sight unseen. His name is so powerful in the fashion world that people know whatever he presents, it will be spectacular.

That's what I keep in mind when deciding which products to present as Trump.

If I were to put Trump on everything that came my way – from potato chips to paper clips – the power of my name would be diluted. I'm very demanding and selective about where that name goes. And I always try to make sure the letters are in gold.