It was reported that in the early days of Trump’s run to be the Republican nominee that it was a publicity stunt to increase the Trump brand.  The thought was that he could get free publicity to help increase demand and interest in a new season of The Apprentice/Celebrity Apprentice, even if he stayed in only for a month or two.  Now that he’s gone further than he expected and is in fact the Republican nominee, it appears that the publicity is hurting his business.  Since Trump has brought out such strong negative feelings from a significant percent of the population, it’s hurting his brand.  This will give his kids the opportunity to manage/promote in a crisis.  It appears that people don’t want to be associated with it.  For example:

…meeting planners and industry insiders say, the name — and the property’s association with Republican presidential nominee Donald Trump — is likely to be the largest sticking point for the 263-room hotel, which opened to the public Monday.

“This hotel is the new shiny penny in Washington — the only problem is that Donald Trump has his name on it,” said Chryssa Zizos, president and chief executive of Live Wire Media Relations, whose clients include the Carlyle Group and Raytheon. “People are really, really nervous about utilizing the hotel’s bigger spaces because it’s so polarizing. There’s a lot of stigma attached to it.”

Trump name bad for his business?