Just four years ago in 2005, Trump Entertainment emerged from its second Chapter 11 filing, and today, the company, along with nine of its affiliates, went down that path for a third time. Certainly, the recession played a significant role in the fate of Trump Entertainment, which operates three casinos and hotels in New Jersey. The company is quick to point out that the Chapter 11 filing will cause no changes in daily operations or the company’s philosophy.
The Chapter 11 filing did not come as a surprise to financial experts, and it certainly won’t hurt Donald Trump who vocally disagreed with the Chapter 11 filing and stated he would resign from the company’s board if it filed for bankruptcy. Looks like he’s moving onto bigger and better things, because according to an article on Reuters, Trump claimed that Trump Entertainment, “represents less than 1 percent of his net worth and that ‘my investment in it is worthless to me now.'” Strong words from the anti-brand champion who vacated the role of CEO of Trump Entertainment after the 2005 bankruptcy problems.
So my questions up for discussion are this – how will the parties involved fare after bankruptcy number three? Will the Trump name remain on the New Jersey casinos? Will Donald Trump continue to garner star power even though his business investments are all over the map in terms of success and failure? Will anyone watch Season 2 of “Celebrity Apprentice”? And yes, I’m being facetious with that last question.
In all seriousness though, Donald Trump is an interesting branding story. Somehow he remains in the public eye despite the number of times his brand is tarnished. He’s like a phoenix rising from the ashes again and again. The Trump name is cyclical in terms of its popularity. It rises, falls, rises and falls again over and over. It might go away for a little while, but then it comes back again even stronger than it was before. Whether you like Donald Trump or not, it is an interesting brand history, both for the Trump companies and Trump the person.
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