A sign of the times, new additions to the Trump real estate portfolio won't carry the iconic Trump brandname. Instead, as BusinessInsider reports, they will be banded with the moniker "SCION."
It seems the business side of the Trump family, versus the political machine, understands the declining value of the Trump brand. Business is business.
No matter what Trump's supporters are saying these days about him and his campaign, his antics during the campaign have damaged his business. And since the campaign is still going on, the damage can worsen.
When election day is over, Trump would be wise to veer away from his political persona, lay low for a while, and allow his children to take charge of the business.
One wonders if the white shoe law firm representing the campaign - Jones Day - will also suffer a loss of brand equity.