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What’s in a name? For some, it’s everything. Donald Trump, author and television personality, is 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 sued Trump Entertainment Properties to have his name taken off two Atlantic City casinos that he no longer controls and says doesn’t represent him at the quality and style to which his brand belongs. For Donald Trump, his name is his brand and critically important.

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