The Trump Brand in 2024

• In Event: Campaigns and Elections

Abstract

This paper will examine the ways in which Donald Trump employed branding in the years from 2021-2024 to market his reelection campaign. The work will build on the book that I published in late 2022 on topic that looked at Trump’s use of branding from 2015-January, 2021. It will argue that Trump has modified some of his approach in response to his performance in 2020, has taken advantage of circumstances such as criminal and civil trials, and has continued to pursue a merchandising strategy that is sticky and omnipresent in some audience segments but not all as was the case during his administration.

Author

• Ken Cosgrove, Suffolk University