Understanding Trump’s Name

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The name Trump is his brand, his product; he sells his name. When he seeks financial backing for a project, he insists that he be paid very well for the use of his name, even if his name is used just to get investors or bank loans. The condition is that he gets paid for the use of his name, even if the project fails and goes into bankruptcy. Time and again, his companies have gone bankrupt; but though others — builders, employees, investors —  lose money, Trump is always paid for the use of his name.

What it is about the name “Trump” that sells, and would it sell if it were changed a bit?

George Lakoff

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