Toronto investors involved in lawsuit say they were wowed by the Trump name. We explore the charm behind the brand

Whats the appeal of the Donald Trump brand? Its a question that one has to ask in light of Tuesdays story where developers of the recently opened Torontos Trump International Hotel & Tower have launched lawsuits against seven investors in an effort to force them to close on deals for the condo-hotel suites.

A number of those who bought into the luxury hotel-condo building at Bay and Adelaide Sts. admit they were dazzled by the Trump name and didnt do proper due diligence before investing. Can you really blame them? In recent years, the Trump name has become synonymous with opulence, wealth and success. And because the man is a walking brand, its easy to think that every project he touches turns to gold. Heres a brief list of why Trump sells:

In recent years, Trump has learned his name is enough of an investment. Instead of putting money into new Trump developments and projects, Trump often loans his name and takes a cut of the profit. Does having his name on a project make a difference? By some estimates, the brand name gives products a boost in the 20-25 per cent range.

That may also explain why the real estate tycoon now has his own line of: water, vodka, steaks, furniture, chocolates even an online university. According to experts, consumers equate the Trump brand with quality.

Television works. Trump became even more of a household name after the launch of the The Apprentice, in the early days of reality television. Even though the shows ratings have dropped significantly since the early days, the show allowed Trump a forum to advertise himself and his brand.

Whos buying into the Trump name, you ask? Perhaps supporters of Mitt Romney. The presidential candidate made a very public attempt to garner the support of the millionaire tycoon because of his perceived appeal to blue collar Americans in particular those drawn to the image of new wealth: the women, the fancy cars and all that bling.

But at the end of the day, the brand and the person cannot remain completely independent of each other. And with Trumps recent Twit-Fit on election night and his suggestion that President Obama might not be a U.S citizen, some consumers are taking on the person behind the brand.