Trump Exaggerating His Net Worth (By 100%) In Presidential Bid

July 1, 2016

Diana Conconi

Forbes Magazine

And now for something completely different and topical – Forbes Magazine attempted to evaluate Donald Trump’s brand equity.

In the publication’s efforts to separate a brand from the body around it, Forbes used a very simple technique for estimating brand value: multiplying a company’s licensing earnings by two.

While Donald Trump says his net worth is north of $10 billion, he claims his name and brand alone are worth around $3.3 billion. Forbes examined Trump’s finances with their own formula and figured his name was worth not much more than $253 million.

According to CNN, Trump has been quoted as saying: “My net worth fluctuates, and it goes up and down with the markets and with attitudes and with feelings, even my own feelings.” Without one definitive way to measure a brand’s value, Trump has chosen to disregard metrics and decide based on gut feelings.

Quite relevant in this current political climate, this article highlights just how subjective evaluating a brand can be.

These are just a few examples of tools and practices used to determine brand equity, but this list is by no means exhaustive. Amongst marketers, brand value is a contested topic with roots in both science and perception. There are many methods for evaluating the value of a brand. A conclusive single tool remains elusive and likely, unrealistic.

Brands carry prestige, history and potential. They are a stamp of quality and their worth depends on a range of factors: palpable, intangible and sentimental – not unlike human relationships. Brand value seems to best be determined through a holistic set of standards that matter most and is dependent on consistently and relentlessly tracking against them. nike air max 90 mujer nike air max 90 mujer

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