His two adult sons, who have been running the Trump Organization on their father’s behalf since he became president, have likewise seen their fame grow of late, with the benefits naturally redounding to the family business. A March profile of Donald Trump Jr. in the New York Times highlighted his role as “a defender of the family name,” focusing on his at-times awkward transition into being a public figure and his dual roles as the head of a massive multinational corporation and son of a sitting president. More recently, Eric Trump sat down for an interview with the Irish Independent about his father’s presidency so far—which also included a lengthy conversation about the Trump Organization’s many properties and, specifically, his family’s golf course in Doonbeg, Ireland, where the conversation was being held.

Intentional or not, all of these incidents have ensured that the Trump brand has remained eminently visible throughout the first three months of the Trump presidency. In fact, two lawsuits brought against the president since he took office, as well as one against Ivanka, allege that using the Trump name now constitutes unfair competitive practices in part due to the visibility the presidency provides and the potential for profit that visibility creates. That said, as Trump has often noted, there’s no actual law precluding the president from making money off of his businesses in office.

In one sense, it’s not uncommon for presidents to develop and promote a personal brand. On top of receiving lucrative book deals on the way out of the Oval Office, all five living ex-presidents have charitable foundations that fundraise in part off of their name-recognition and clout. Unlike the Trump Organization, those foundations are all non-profits dedicated to advancing a cause rather than for-profit businesses. (Trump, too, has a foundation, although an investigation by David Fahrenthold of The Washington Post found major problems with its nonprofit status and little actual charity.)

More importantly, those ex-presidents waited until they were actually out of the White House to capitalize on the office, which meant that their actions as president were not clouded by questions of personal profit. Donald Trump, on the other hand, doesn’t seem to be waiting: Even if he’s not actively trying, he and his family are engaged in a constant, massive advertisement for a brand from which they stand to be the top beneficiaries.

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