Why the Trump campaign is hurting the Trump brand

The billionaire Trump might brush off complaints about his politics; he might even shrug off short-term commercial losses. But this plunge in brand status would be seen as a crisis in the offices of any major consumer-oriented company. Public companies often claim losses in net worth when customers turn against them because of a public relations disaster; they call it a decline in "goodwill." As a private corporation, the Trump Organization is not obligated to report any such a decline — or to report it accurately — but any CEO will tell you that a brand deterioration like this is likely to have a significant financial impact, affecting sales, borrowing and even efforts to attract high quality employees. [Politico Magazine]