Donald Trump is inserting himself into the news once again. He has been claiming to flirt with running for President of the United States.  The New York Times recently ran a fascinating article which noted that this flirtation with a candidacy may be a boost to his brand and that the brand boost may be his true intention.

Trump for President in 2012? Maybe. Trump for Trump? Without Question. (New York Times, April 2, 2011).

Whatever you think about Trump the person, trump the TV personality, Trump the candidate, there can be no denying that he understands the power of brand. Almost everything he does is branded “Trump”. And it is registered and protected.

Here are a few of his many (more than 100!) trademark registrations [click trademark name/logo for USPTO records]:

TRUMPTINI – Prepared alcoholic cocktail

TRUMP STEAKS – Meat, namely, beef, veal, lamb, and pork

TRUMP INSTITUTE – Conducting live educational seminars in the field of real estate

TRUMP UNIVERSITY – Pre-recorded DVD’s, CD’s, and audiotapes featuring study course material in the field of real estate and entrepreneurship; Printed materials, namely, books, for home study courses in the field of real estate and entrepreneurship

TRUMP TOWERS – Real estate development of commercial and residential property

– Real estate services, namely, listing, leasing, and managing commercial and residential properties; Real estate development and construction of commercial and residential properties

THE DONALD J. TRUMP SIGNATURE COLLECTION – Clothing, namely, men’s suits and suit separates; outerwear; jackets; pants; shorts; vests; shirts, namely, dress shirts, casual shirts, polo shirts, tuxedo shirts; sweaters; ties; belts; suspenders

TRUMP ICE – bottled water

TRUMP – spring water

TAJ MAHAL – hotel services; casino services

– Real estate services, namely listing, leasing and managing commercial and residential property

UNITED STATES POKER CHAMPIONSHIP – entertainment services featuring games of chance, namely, card tournaments

– Model and talent management services

DJT – Restaurant services; bar services; food and drink services

CENTRAL PARK – Book holders, bookends, globes, document file racks, document file trays, document holders, document files, pencil boxes, pen and pencil holders, letter openers, letter racks, paperweights, art etchings, art prints on canvas, writing instruments; Glass boxes, canister sets, containers for household use, dust bins, trash cans, plastic coasters, coasters not of paper and not being table linen, hand operated coffee grinders, non-electric coffee percolators, coffee pots, coffee servers, tea kettles, tea infusers, tea balls, tea sets, tea strainers

WESTCHESTER – Billiard lighting, namely, electric light fixtures; chandeliers; electric candelabra; flush and semi-flush lighting, namely, electric light fixtures; floor lamps; indoor lighting fixtures; table lamps; lamps; electric lighting fixtures; mini-pendant lamps; portable lighting, namely, desk lamps; vanity lighting, namely, electric lighting fixtures for vanities; wall sconce lighting fixtures; Armchairs; beds; bookcases; breakfronts; buffets; benches; bed frames; bedroom furniture; non-metal bins; wood carvings; furniture chairs; chests of drawers; furniture chests; corner storage racks; corner tables; corner desks; credenza; couches; cocktail tables; filing cabinets; furniture cabinets; desks; desk-chests; dressers; drop leaf tables; drawers; end tables; footstools; picture frames; picture frame mouldings; furniture frames; bedroom furniture; living room furniture; office furniture; headboards for beds; home furniture; love seats; lamp tables; furniture mirrors; night tables; occasional tables; ottomans; pillows; furniture recliners; furniture screens; storage racks; shelving; wood sculptures; plaster sculptures; sofas; stools; furniture seats; settees; shelves; tables; umbrella stands; vanity tables; wood and upholstered furniture; furniture, namely, units for use in either living rooms or bedrooms; Rugs not for use in bathrooms

TRUMP: Whether or not you like the man or the politics, I think you must respect what he has done as a brand.

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