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Fox News has obtained a copy of Donald Trump’s upcoming book, in which he addresses a touchy subject: His net worth. The real estate magnate turned reality TV star turned Birther presidential wanna-be has never been keen on disclosing his true wealth—probably because it’s not as impressive as he’d like us to believe. In 2006, Trump sued a journalist who’d reported that he was only worth between $150 and $250 million; Trump claimed he was worth at least $2.7 billion.

Now, according to Trump’s book, he’s worth more than $7 billion. Of that, $3 billion is the value of the Trump brand, i.e., his name.

How do you get your name to be worth a purported $3 billion? First, you slap it onto every kind of product imaginable, from hotels to perfume to a vanity beer label. Here’s a selection from the more than 200 trademark applications The Donald™ has filed in his own name:

The Donald Trump Style Trump Class Trump Touch Donald J. Trump, the Fragrance Trumpnet Purely Trump Trump Steaks Oysters Trump Trump’s Golden Lager Trump’s American Pale Ale Trump Vodka Trump Ice Trumptini Trump Card Trump Furntiture Trump Home Trump Office Trump World Trump Money Trump Mortgage The Donald J. Trump Credit Card The Donald J. Trump Signature Collection The Trump Art Collection Trump Concierge Service Trump D’Elegance Trump Attaché Trump Versailles Trump Royale Tour de Trump Trump Super Speedway Trump’s World’s Fair The Trump World Open Trump University Trump Institute Trump Airlines Trump Air Trump the Game Trumped Trump Tycoon Trump Fire Trump Power Trump Icon The Trump Follies

Source: US Patent and Trademark Office