President Donald Trump is said to be installed in his Palm Beach, Florida home on inauguration day, breaking a century-old tradition and skipping the swearing-in ceremony for President-elect Joe Biden and Vice President-elect Kamala Harris on Wednesday.
This is his short term plan. Longer-term goals are still vague, although the 45th US president has said he could start a conservative media company.
But public opinion could escalate any Trump-led business effort, according to a joint Adweek and Morning Consult poll, which found that 48% of Americans say Trump’s tumultuous presidency has damaged his brand. (Only 23% say his presidency has improved their perception of the Trump brand, while 29% said the past four years have not changed their perception of products named in honor of the outgoing president.)
Examining many of the industries Trump has been involved in – hotels, golf, television programming – the investigation has consistently revealed low general public interest in Trump’s financial support, although it clearly maintains a loyal niche audience that could be important enough to keep future business efforts afloat.
A Trump book or TV show? Maybe – if it’s free
The study found that only 37% of Americans would read a book by Trump about his political career, with almost half of them saying they would only read it if they got a free copy. And 33% would watch a Trump-centric reality or news show, although more than half said they would only watch if they were already subscribed to the network.
Public speaking is also a lucrative avenue for most former presidents, but Adweek’s survey with Morning Consult found that 71% of those polled would not pay to attend a Trump concert.
The survey also found that 69% would not buy pro-Trump political products, 61% would not stay at a Trump hotel, and 67% would not visit a Trump golf destination.
‘Odious.’ ‘Scam.’ But also ‘luxurious’
When asked to identify the words that best describe Trump’s brand, the most common responses were “hateful” (43%) and “scam” (42%), although 42% also cited ” luxurious”.
Trump’s four years in the White House left 46% of respondents less willing to buy anything with Trump’s Imprimatur, and only 18% are now more willing to spend money on his resorts, its condominiums, hotels or loot.
Overall, the 2020 election led to more negative opinions about Trump as an individual than a brand for 52% of survey respondents. Meanwhile, 23% said their opinion is now more positive and 25% said their opinion has not changed.
The poll was conducted between January 13 and 16 and had a margin of error of plus or minus two percentage points. He polled both men (48%) and women (52%), with 41% identifying themselves as Democrats, 29% as Republicans and 30% as independents. Baby boomers and millennials each made up 29% of the sample, Gen X 25% and Gen Z 14%.
The group was weighted based on people living in the South and West (61%), with 39% residing in the Midwest and Northeast. Of those who responded, 48% said they watch Fox News at least once a month and 20% do. Newsmax Fans. A question on ideology saw a fairly even split among the study subjects, with 30% calling themselves liberal, 30% conservative, and 27% moderate.
Is it worth ditching the Trump name?
Trump’s many eponymous businesses once covered menswear, cologne, mail order steaks, and an online college. Today it consists of 10 hotels, 19 golf clubs and 33 residential buildings across the world. Most of them are fired rather than detained, including the Trump International Hotel in the heart of Washington, DC