As Donald Trump's campaign to become US President snowballed and gathered an almost inexorable momentum over the past six months, it became hard to see the result as anything but a win-win for the businessman.
Ride the wave of frustration with machine politics and he takes the keys to the Oval Office and leader of the free world.
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Trump blames Clinton for 'birther' controversy
Republican presidential nominee Donald Trump says President Barack Obama was indeed born in the United States, one day after refusing to say so during an interview and after several years of leading the so-called 'birther movement' which questioned Obama's place of birth.
Fall short to Hillary Clinton and Trump had turned the presidential campaign into one giant self-promotional product placement for Trump Inc.
In his publicity charged reality TV persona, he has taken the view that any publicity is good publicity.
Brand Trump has been front and centre, promoting his global empire of eponymous business interests from hotels and golf courses to reality TV.
When the United Kingdom voted to leave the European Union, Trump trumpeted how good Brexit would be for for his golf course in Scotland.
![Donald Trump hails the Brexit vote at Trump International Golf Links in Aberdeen.](http://web.archive.org./web/20161021021636im_/http://www.smh.com.au/content/dam/images/g/s/4/m/q/m/image.imgtype.articleLeadwide.620x349.png/1476749346483.png)
Donald Trump hails the Brexit vote at Trump International Golf Links in Aberdeen. Photo: Bloomberg
When he wanted to address his role in spreading questions over Barack Obama's birthplace, Trump called a press conference at his newly minted Trump International Hotel in Washington. He spent much of his time talking about his new hotel before briefly reading a prepared statement on Obama.
![Struggling: the new Trump International Hotel in Washington.](/web/20161021021636im_/http://www.canberratimes.com.au/content/dam/images/g/s/4/m/o/j/image.related.articleLeadwide.620x349.gs4kki.png/1476813475520.jpg)
"I really don't quite know what to make of that except for that we got played again by the Trump campaign which is what they do," said CNN's chief national correspondent John King.
But in making the election campaign all about him, Trump exposed not only the greatest strength of his business model but the weakest link - him.
The emergence of allegations of sexual assault against the businessman, which he denies, means a whole new level of risk has emerged for Brand Trump.
![Trump speaks during a campaign event at Trump International Hotel in Washington.](http://web.archive.org./web/20161021021636im_/http://www.smh.com.au/content/dam/images/g/s/4/m/n/t/image.imgtype.articleLeadwide.620x349.png/1476749201566.png)
Trump speaks during a campaign event at Trump International Hotel in Washington. Photo: AP
As New York magazine has pointed out, last week bankers and dignitaries from around the world descended on Washington for the annual World Bank - IMF meetings and there was only one hotel in town struggling to fill its rooms.
"For a five-star hotel in downtown Washington to have vacancies during major IMF Meetings is a little like having empty rooms when the Super Bowl is in town," the magazine reported.
It said the hotel needed to charge more than $US750 ($980) a night for a room to break even but some could be had for under $US500. The magazine quoted local travel agents saying, "People don't want to go there for fear that they would be asked, 'Why are you staying here?".
Now USA Today is reporting that LA Dodgers' baseball star Adrian Gonzalez refused to stay at Donald Trump's hotel in Chicago for a recent game. "I didn't stay there," Gonzalez told the Southern California News Group. "I had my reasons."
Gonzalez was born in San Diego, although spent his early childhood in across the Mexican border in Tijuana, USA Today reported. He also regularly plays for the Mexican national team. One of Trump's central anti-immigration promises is to "build a wall and make Mexico pay for it" along the Rio Grande river on the US border.
![Baseball star Adrian Gonzalez of the Los Angeles Dodgers.](http://web.archive.org./web/20161021021636im_/http://www.smh.com.au/content/dam/images/g/s/4/m/p/j/image.imgtype.articleLeadwide.620x349.png/1476749290985.png)
Baseball star Adrian Gonzalez of the Los Angeles Dodgers. Photo: Getty Images
The New York Times is reporting a groundswell of direct protest: "Across the country, voters alarmed by the tenor of Mr Trump's campaign and the emerging accounts of his personal conduct are engaging in spontaneous, unorganised and inconspicuous acts of protest that take direct aim at perhaps his most prized possession: his brand name."
There's Morrie Gold, a 69-year-old retired doctor from Pennsylvania. He recently participated in a quiet act of rebellion: He and 11 golfing buddies cancelled their annual trip to a Florida resort owned by Trump to express their disgust with his remarks about women, immigrants and minorities.
"For me," Mr Gold told the NYT, "it's an ethical statement."
How much damage can brand Trump take?
![Reporters shout questions at Donald Trump during a campaign event at Trump International Hotel.](http://web.archive.org./web/20161021021636im_/http://www.smh.com.au/content/dam/images/g/s/4/m/n/x/image.imgtype.articleLeadwide.620x349.png/1476749208411.png)
Reporters shout questions at Donald Trump during the 'Birther' conference at Trump International Hotel. They were promised it would be a media conference, but Trump did not answer questions. Photo: AP
The fast moving world of social networking and viral news has eaten up a range of big names and big brands in recent years, and some have had more success dealing with the fallout of major scandals and crises.
Rack them up: German car manufacturer VW was caught lying to customers around the world about the emissions of its cars and paid a huge fine to the US Government. It is battling to rebuild its image.
World football has been so beset by corruption in its ruling body FIFA in recent decades that it's hard to take the world game's organisers seriously. But football is the most popular game in the world and defies its ruling body's problems.
Mel Gibson was a pariah from A-list circles for years following his anti-semitic tirades and allegations of domestic abuse. But having served his time in purgatory he has been seen recently again gracing red carpets. Is there a way back?
And what about Malaysia Airlines? Is it really your first airline of choice to fly to or through Asia even if it's ticket prices are cheaper than the competition given its two horrific misadventures in recent years including one passenger jet being shot down and another disappearing from radars for good?
Before the scrutiny of running for political office, Trump's broader persona for the American people was of a successful businessman and an almost comic celebrity reality TV figure.
Trump has had all the means at his disposal to build his own brand - reality TV shows, luxury products, beauty pageants. They create the buzz around which to build a business.
What made him attractive to the apolitical masses until now has been his popular appeal and the fact he doesn't belong to the Washington machine.
![Plywood covers up graffiti at the entrance to the Trump Hotel in Washington.](http://web.archive.org./web/20161021021636im_/http://www.smh.com.au/content/dam/images/g/s/4/m/n/b/image.imgtype.articleLeadwide.620x349.png/1476749173352.png)
Plywood covers up anti-Trump graffiti at the entrance to his new Washington hotel. Photo: AP
But all of that falls away when you start talking about building a wall around America keeping Mexicans out and say Muslims should be second class citizens (if at all) and spew message of hate and contempt of women and minorities and war veterans. All topped off with allegations of sexual assault (that he denies).
Having put himself front and centre - Trump has set himself up for the greatest branding success imaginable. It's hard to conceive that he didn't consider the risk on the downside if any of the incidents from his past now being revealed were to emerge.
In crisis management it's important to get out early and apologise. But politically that would spell the end of his campaign. He must deny that it happened. But holding the line damages his business credibility.
Next time Trump needs to refinance a major business deal, which bank's board is going to blink as its shareholders cry foul over doing business with him?
How much brand damage can a one-man empire take?