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June Cotte | Trump brand under scrutiny as Vancouver hotel holds grand opening

  • Canadian Press
  • |
  • Feb 28, 2017
June Cotte | Trump brand under scrutiny as Vancouver hotel holds grand opening

The latest Trump hotel will open in Vancouver this week, with hundreds of people expected to protest at the grand opening. Will Donald Trump's polarizing actions as U.S. President affect how the hotel performs? Marketing experts weigh in, including Ivey Professor June Cotte.

Cotte pointed out how undoing damage is especially challenging when a brand is attached to a person. Protesters and police presence outside a hotel will discourage high-end, exclusive clientele from staying there, Cotte said.

"They’re usually looking for a discreet, high-end experience,” she said. “If I’m going to choose between another luxury brand, like a Four Seasons, for example, and a Trump brand, why wouldn’t I choose the one that does not have riot police in front of the property?”