Trump's business brand is being hurt by his presidency

Trump Hotels and Ivanka Trump brands are among the worst performers in the YouGov consumer perception surveys

By Matthew Rozsa

Staff Writer

Published November 1, 2017 1:08PM (EDT)

Donald Trump; Ivanka Trump (Getty/Mark Wilson)
Donald Trump; Ivanka Trump (Getty/Mark Wilson)

President Donald Trump's administration seems to be causing major problems for the business brands of both Trump Hotels and those associated with his daughter, Ivanka Trump.

Based on the results of the daily consumer perception surveys conducted by YouGov since May, Trump Hotels and the Ivanka Trump brands fall in the bottom 10 among the more than 1,600 brands that they study, according to Axios. The report found that the political polarization caused by Trump's presidency has taken a toll on his corporate brand. Although Republicans have higher perception scores of Trump Hotels than non-Republicans, they're still pretty low, which results in lower scores for the Trump Hotels brand overall. Both Four Seasons and Ritz Carlton surpass Trump Hotels in consumer perception.

One intriguing detail is that Ivanka Trump's brand has actually seen an increase in its support among Democrats and independents, while Republican perception of the brand has been declining.

Ivanka Trump's brand has undergone an interesting business trajectory since her father became president. After White House counselor Kellyanne Conway got into trouble in February for hawking Ivanka Trump's products on television, the question arose of whether there was a conflict of interest regarding Ivanka Trump's involvement in her father's administration. Despite those concerns, however, Lyst found that Ivanka Trump's products had seen a 771 percent sales increase between February 2016 and February 2017. This included a 10,700 percent increase in Ivanka Trump's product line between February 9, 2017 and February 9, 2016, which was disproportionately concentrated in red states like Texas (1,173 percent increase), Kentucky (802 percent increase) and Florida (598 percent increase).

By March 2017, Ivanka Trump sales were still up by 262 percent from where they had been in March 2016.

By Matthew Rozsa

Matthew Rozsa is a staff writer at Salon. He received a Master's Degree in History from Rutgers-Newark in 2012 and was awarded a science journalism fellowship from the Metcalf Institute in 2022.

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