In 2011, Donald Trump published a book with the self-help guru Robert Kiyosaki titled Midas Touch. It’s a typical self-empowerment manual in which the pair expound on the secrets of entrepreneurial success while drawing on their personal experiences. At one point, they write, “Building a brand may be more important than building a business.”

That was certainly Trump’s approach to business: he was the New York real estate tycoon who turned his fame into a brand that symbolized luxury and savvy strategy – even if his companies had filed for bankruptcy six times. Trump spent decades trying to use his name to turn a profit: he owned an airline and a university, and slapped his moniker on vodka, steaks, neckties, board games and even bottled water. Leveraging the fame he gained from the Apprentice TV show, he expanded to licensing Trump-branded global real estate projects built by other developers. In many of these ventures, Trump collected licensing fees, rather than investing his own money, ensuring that he profited even if the businesses collapsed.

Today, Trump is using the US presidency as the ultimate branding opportunity. In his second term, he’s slapping his name on as many buildings, monuments and government projects as he can. Last week, Trump’s name was added to the John F Kennedy Center for the Performing Arts, which has served as a “living memorial” to the assassinated president since it opened in 1971. The institution was renamed by its board of trustees, a majority of whom were installed by Trump early this year after he........

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