Trump at a campaign rally in Newtown, Pennsylvania on Friday (Photo by Jessica Kourkounis/Getty Images)
Claiming his personal brand is worth billions, real estate mogul and Republican presidential nominee Donald Trump has put his  name on everything over the years, from hotels to neckties. That?s about to change with Trump?s new line of lifestyle hotels, which will not bear the Trump name.
Trump Hotels announced late last month that its newest millennial-focused hotel brand will be called ?Scion,? according to a press release. The name means ?descendant of a notable family? and is intended to be a subtle reference to Trump?without mentioning his name. The hotel line will be aimed at lifestyle, rather than luxury, customers, the announcement said. ?We wanted a name that would be a nod to the Trump family and to the tremendous success it has had with its businesses, including Trump Hotels, while allowing for a clear distinction between our luxury and lifestyle brands,? Trump Hotels CEO Eric Danziger said in the announcement.
This may be a smart move, given the increasing signs that Donald Trump?s contentious presidential run is becoming toxic for his brand. FORBES, which estimates Trump?s net worth at $3.7 billion, does not assign any value to Trump?s brand, or to the brands of any other billionaires. (Click here for a detailed look at Trump?s assets.)
In January 2016, a survey from BAV Consulting showed that the value of Trump?s brand was ?collapsing? in the eyes o...