Trump's 'Golden' Image On Trial After Bankruptcy

[Purveyor]

By Helen Chernikoff and Ilaina Jonas

NEW YORK (Reuters) - Trump Entertainment Resorts' (TRMP.O) bankruptcy filing is only the latest disappointment to attach itself to the Trump name, once a byword for luxury and high living.

Donald Trump, the real estate mogul who has splashed his name on everything from skyscrapers to neckties to bottled water, has suffered a string of recent reversals that threaten to dilute his cachet, say branding experts. His name, which he often licenses to real estate projects in which he has no direct control, has earned him millions.

"His brand is associated with success and making money. And every time the word bankruptcy appears next to Trump, that's not good," said Allen Adamson, managing director of Landor, a brand consultancy. "He can take a few chinks in the armour, but I think he's probably at the limit."

Famous for shouting "You're fired!" at the contestants who aspired to his tycoon status and lavish lifestyle on "The Apprentice," his long-running reality TV series, Trump would never fire himself. But image watchers will be looking for signs he may have lost some of his lustre, as the latest season of his show premieres on March 1.

Deutsche Bank Trust Co Americas, a unit of Deutsche Bank (DBKGn.DE), is suing Trump for $40 million (28.3 million pounds), the personal guarantee he pledged as security on a $640 million construction loan for the Trump International Hotel & Tower, according to lawsuits filed in New York Supreme Court in Queens.

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REUTERS: http://uk.reuters.com/article/stocksAndSharesNews/idUKLNE51H00Z20090218

[kirby]

1. LOL!!!

"But image watchers will be looking for signs he may have lost some of his lustre, as the latest season of his show premieres on March 1.
"...

You mean the concept of a Celebrity Apprentice didnt already highlight his waning stardom?

[Hello_Kitty]

2. The word that attaches itself to Trump for me is "scumbucket"

He has always struck me as a self-satisfied jerk from the moment I became aware of him.

[DJ13]

3. Why do some think this is a rare event?

Trump has used bankruptcy as just another tool in his corporate whoring ways for the last 20 years.

I think this is (at least) his second (or third) bankruptcy.

[damntexdem]

4. All that glitters is not ....

Has he lost his Trump card?

[DCKit]

5. Geez, I "got it" the LAST time he took shelter under the bankruptcy laws.

"Scumbucket" is far too polite a descriptor.

[Hello_Kitty]

6. He routinely rips off his contractors

He takes them to court under bullshit pretenses to avoid paying them. I don't know how he still gets people to work for him.

[AlCzervik]

7. This isn't the first time he's been in financial trouble, why anyone holds this fool up

as some great money guru us beyond me.

open up the books Donald.

[Still Sensible]

8. Actually this isn't the first casino that has failed

under the Trump banner. He has a history in the casino business.