What’s in a name? For some, it’s everything. Donald Trump, author and television personality, is perhaps best known for his real estate business, The Trump Organization. Considered by many a publicity hound and not known for shying away from the limelight, Trump plasters his name across all of his businesses and many of his real estate holdings: Trump Towers, Trump Plaza, etc.

Recently Trump has sued Trump Entertainment Resorts to have his name taken off two Atlantic City casinos which he no longer has control over and believes doesn’t represent him at the quality and style to which his brand belongs. Clearly, for Donald Trump, his name is his brand and critically important.

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