Donald Trump on Brand Post-Election: Who Cares?

Donald Trump has dedicated his life to building and defending the Trump brand. Now that he's been elected president of the United States, he says he's not so worried about it.

In an interview with "60 Minutes" aired Sunday--his first televised sit-down since his stunning victory last week--Trump and his daughter Ivanka addressed whether they believe his campaign had hurt the Trump brand. Their response: if it has, they've got bigger fish to fry now, anyway.

"I don't think it matters. This is so much more important. And more serious. And, so, you know, that's the focus," said Trump's eldest daughter when asked by CBS' Lesley Stahl whether she believed the campaign had hurt the Trump brand.

"I think what Ivanka is trying to say, 'Who cares? Who cares?' This is big league stuff," said the president-elect.

Quite a change of tune from a man who has taken people to court over suggestions he may not be worth as much as he says he is.

Speculation has swirled for quite some time that Trump's unconventional campaign tactics and at times divisive rhetoric in the political sphere would damage his brand, which he claims is worth upward of $3 billion. (Forbes pegs it at $125 million.)

Experts say that he has certainly built a new fan base to which he can market his products and services, though he may have turned off some of his more traditional customers.

During the presidential race, there was some evidence to suggest this. Foot traffic to Trump-branded hotels, casinos and golf courses appeared to decline, and bookings for his accommodations dropped. The premium on Trump-branded properties dissipated, according to one analysis. High-income consumers associate Trump less with traits like "upper class" and "prestigious" now than they did before he launched his candidacy.

Trump now says none of those matters.

On Sunday's "60 Minutes" interview, Trump appeared with his wife and children and spoke on a range of topics, including Obamacare, the Supreme Court and immigration. He said he will forego the $400,000 presidential salary and take just $1 a year.

On the issue of the targeting of Latinos, Muslims, African Americans and other minority groups by people who also claim to support him, he told them, "Stop it."

Trump also promised to be "very restrained" in his use of Twitter (TWTR) , the platform that helped propel him to the presidency. "I'm going to do very restrained, if I use it at all, I'm going to do very restrained. I find it tremendous," he said in the interview, which was taped Friday.

On Sunday, he repeatedly took to Twitter to criticize The New York Times.

Trump has said he plans to put his business holdings into the hands of his children in what his camp says is a "blind trust," though as many have pointed out, such a setup does not actually constitute a blind trust. The three Trump children who will be running the business--Ivanka, Eric and Donald Jr.--are part of his official transition team.

During Sunday's interview, they said they plan to stay on the sidelines of his presidency.

"I'm going to be a daughter," said Ivanka, adding that she's "very passionate about certain issues" like wage equality, childcare, education and opportunities for women. She pushed her father to put out a paid maternity leave plan while campaigning.

"We'll be in New York and we'll take care of the business. I think we're going to have a lot of fun doing it. And we're going to make him very proud," said Trump's son Eric.

Trump insisted he won't be paying attention to what his kids are up to in the Big Apple. "I don't care about hotel occupancy. It's peanuts compared to what we're doing," he said.

Action Alerts PLUS, which Cramer co-manages as a charitable trust, has no positions in the stocks mentioned.

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