"People today aren't keen too stay in Trump Hotels or buy clothing or handbags from the First Daughter."

You said the brand had been in decline for years.  His "brand" just became potus!  The Apprentice was a success for him regardless of whether or not you are a fan.  I don't say Big Macs are in decline because I far prefer burger night at Scuffer's in Burlington Vermont.  Forget the steaks, wine, clothing etc, his main business is real estate, hotels, apartments, golf courses. The hotels had been getting very favourable reviews prior to his campaign, he just opened a Washington DC location.