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In 2024, Donald Trump accomplished what many would have thought was unthinkable a few short years before by winning a second term as president. He did so by adjusting the Trump brand to fit his status as a challenger, to appeal to new audiences, and to take advantage of innovative technologies. In addition to his established “Make America Great Again” brand, Trump developed two platform brands that complimented it and tapped into public concern about the Biden Administration’s policies: “Make America Safe Again” and “Make America Strong Again.” Trump was less omnipresent and more targeted but still used a sticky brand strategy as he had done in 2016, in office, and in his 2020 campaign. Trump ran a more professional campaign than he had in his prior two efforts and appeared to follow the advice of his paid consultants at least until the closing weeks of the campaign. The Trump brand is an insurgent brand meaning that he was able to make full use of it given that he was outside government again. As in 2016, Trump’s task was easier than it was in 2020 because he could again run against an unpopular incumbent. This time it was facilitated by his ability to draw sharp contrasts between his and Biden’s performance in office. He argued that Biden had broken the country, and he alone could fix it. He used the cost of living, border chaos, urban disorder, and Biden’s foreign policy that he argued had the country on the brink of World War III to prove his point. He also depicted himself as being on the side of average Americans culturally by using DEI and transgender issues to do so. Further, he pointed out to his supporters that the extant government targeted him for prosecution because he had made good on his disruptive 2016 promises. This list would have made any challenger competitive, but it made an ex-president more competitive. Trump was advantaged because he could point out the failures of the Biden Administration and then contrast those with what became a wave of nostalgia about the economy and public safety during his administration prior to COVID.

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From the White House to (Almost) the Big House and Back to the White House: The Incredible Story of the Trump Brand 2020–24

  • 章节

  • 发表日期：

    2025年

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  • Kenneth Cosgrove

摘要

In 2024, Donald Trump accomplished what many would have thought was unthinkable a few short years before by winning a second term as president. He did so by adjusting the Trump brand to fit his status as a challenger, to appeal to new audiences, and to take advantage of innovative technologies. In addition to his established “Make America Great Again” brand, Trump developed two platform brands that complimented it and tapped into public concern about the Biden Administration’s policies: “Make America Safe Again” and “Make America Strong Again.” Trump was less omnipresent and more targeted but still used a sticky brand strategy as he had done in 2016, in office, and in his 2020 campaign. Trump ran a more professional campaign than he had in his prior two efforts and appeared to follow the advice of his paid consultants at least until the closing weeks of the campaign. The Trump brand is an insurgent brand meaning that he was able to make full use of it given that he was outside government again. As in 2016, Trump’s task was easier than it was in 2020 because he could again run against an unpopular incumbent. This time it was facilitated by his ability to draw sharp contrasts between his and Biden’s performance in office. He argued that Biden had broken the country, and he alone could fix it. He used the cost of living, border chaos, urban disorder, and Biden’s foreign policy that he argued had the country on the brink of World War III to prove his point. He also depicted himself as being on the side of average Americans culturally by using DEI and transgender issues to do so. Further, he pointed out to his supporters that the extant government targeted him for prosecution because he had made good on his disruptive 2016 promises. This list would have made any challenger competitive, but it made an ex-president more competitive. Trump was advantaged because he could point out the failures of the Biden Administration and then contrast those with what became a wave of nostalgia about the economy and public safety during his administration prior to COVID.