Ivanka Trump and Trump Hotel Ranked Among Bottom 10 Brands in Consumer Perception Study
The study includes more than 1,600 brands.
Both the Ivanka Trump and Trump Hotel brands were ranked in the bottom 10 of more than 1,600 brands in a study conducted by YouGov BrandIndex, which tracked consumer perception over the past six months.
Surprisingly, perception of the Ivanka Trump brand (with which Trump herself is no longer affiliated) among independents and Democrats improved in the period between May and November, while the perception of the brand among Republicans has cooled. YouGov reports there was a slight uptick in perception across party affiliations around the beginning of the summer, when Trump published her book, Women Who Work.
Over the past few months, the brand has received press for its decision to sell direct-to-consumer, both online and with its first brick-and-mortar store, which will open in Trump Tower, as well as for its ongoing lawsuit with Aquazzura, which sued the brand over a copyrighted shoe design. The case is set to go to trial in March.
YouGov points out that perception of Trump Hotels and resorts is predictably split across party lines; however, overall, the hotels rank far behind high-end competitors like The Ritz Carlton and Four Seasons.