Donald Trump Sues To Have His Name Removed From AC Casinos

American business magnate Donald Trump is currently suing Trump Entertainment Resorts, a company in which he holds a 10% stake, in order to have his name removed from two of its Atlantic City casinos, namely the Trump Plaza and Trump Taj Mahal.
At the heart of the matter is the 68-year-old billionaire’s complaint that the two casinos have been allowed to fall into disrepair and that their poor condition is actually hurting his own personal brand. Commenting on the matter, Donald Trump, said:
“I want it off both of them. I’ve been away from Atlantic City for many years. People think we operate [the company], and we don’t. It’s not us. It’s not me.”
The dire state of Atlantic City’s Trump named casinos is reflected in the latest monthly results for Trump Plaza, which saw its revenues plummet by 32% to just $4.7 million in June, with the venue now slated to shut its doors for good on September 16th.
Donald Trump’s breach of licensing agreement lawsuit has now been filed in the state Superior Court in Atlantic County, with the lawsuit also asserting that the Trump Plaza twice failed quality review tests by a third-party consulting firm. As the Trump AC Casino Marks LLC lawsuit, explains:
“Since Mr. Trump left Atlantic City many years ago, the license entities have allowed the casino properties to fall into an utter state of disrepair and have otherwise failed to operate and manage the casino properties in accordance with the high standards of quality and luxury required under the license agreement. The Trump name..has become synonymous with the highest levels of quality, luxury, prestige and success.”
In 2011, Forbes estimated the Trump brand to be worth around $200 million, although Trump insisted the value was nearer to $3 billion. Nevertheless, it represents a lucrative part of his business empire, and furthermore brand licensing agreements are in place with many different  properties which are not owned by him but pay for the privilege of simply displaying his name. Over the years, Trump has successfully marketed his name on a huge number of products, including Trump Financial, Trump Restaurants, Trump Magazine, Trump Golf, Trump Books, and even Trump Steaks.