Trump’s Role As President May Be Boosting His Brand’s Reputation

President Trump’s approval rating with voters may be the lowest on record for an incoming chief executive. But in one way at least, his popularity is improving a bit. The value of Trump as a commercial brand, although still very low, has ticked up since August, according to the Reputation Institute, which measures the worth of various business brands.

As a brand name, Trump’s “reputation pulse score” went from 31.7 in August to 39.1 in mid-January, says Stephen Hahn-Griffiths, vice president and managing director for the United States and Canada. Trump, the brand, is seen as aggressive, selfish and ambitious but also friendly, stylish and elegant, Hahn-Griffiths says. CONT.

Jim Zarroli, NPR