Most importantly, with The Apprentice, Trump wasn’t paying, as other brands do, to have his brand featured in a hit network TV show; he was getting paid a fortune for priceless free advertising. More than that, his shows collected millions by promoting other brands. In April 2011, for example, The Celebrity Apprentice was paid to promote more products on the air than any other show, 120 product placements in all. This is the mark of a true Superbrand: Trump built a brand that contains brand multitudes. (And in bringing his children into the show, he even began to breed brands.) After you have
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