Trump’s Business Background and Current Actions
As a New York-based entrepreneur, Donald Trump has long been known for placing his name on real estate properties, golf courses, vodka, steaks, bottled water, and even his own university. Now, as the President in his second term, he is merging his personal brand with national institutions and government programs, an unusual assertion of power by a sitting U.S. leader.
Trump’s Recent Influence on Government and National Institutions
Since returning to office in January, President Trump has left his mark on several prominent Washington buildings, a Navy shipbuilding project, a visa program for wealthy foreigners, a government prescription drug website, and federal kids’ savings accounts.
Some historians view this as a superficial attempt to build a lasting legacy that may not withstand the test of time. The renaming of Washington’s central performing arts venue to the Donald J. Trump and John F. Kennedy Memorial Arts Center sparked controversy, leading to the cancellation of several performances as a form of protest.
“I don’t believe that naming or re-naming guarantees that Trump’s name will be affixed to these things for all time,” said Austin Sarat, a law and political science professor at Amherst College, questioning whether the designation would remain if Democrats regained power.
Government Spokesperson’s Perspective
Elizabeth Huston, the White House spokeswoman, stated that the government is not focused on “a smart brand” but rather on fulfilling President Trump’s goal of “Making America Great Again.”
“The drug pricing agreements, overdue updates to national monuments, lasting peace deals, and wealth-creation accounts for children are historic initiatives that wouldn’t have been possible without President Trump’s bold leadership,” Huston said in an emailed statement.
Trump-Kennedy Memorial
The first year of Trump’s second term in the White House has witnessed a political barrage that expanded presidential power, reshaped parts of the federal bureaucracy and economy, and reconfigured U.S. relations with the world.
However, one of the most striking features over the past 11 months has been Trump’s energy and attention devoted to placing his name on buildings and government programs.
Trump’s populist measures have alarmed Democrats and civil society oversight bodies, who fear that it gives the impression he, not the state, is the provider of essential services. His supporters argue that this is merely an extension of his decades-long skill as a savvy salesperson.
Major Controversies
The biggest backlash occurred in December when his name was added to the Kennedy Center, named in 1964 in honor of the late Democratic president through a congressional law following his assassination. The center was renamed by its board, largely appointed by Trump.
Across the Potomac River lies the United States Institute for Peace, a group of experts funded by the government and created by Congress to prevent conflicts.
On December 3, the State Department rebranded it as the Donald J. Trump Institute for Peace, based on Trump’s claim of ending eight wars—a claim widely disputed given ongoing conflicts in some of those regions. Trump’s name now adorns the building’s exterior.
Washington has numerous buildings and monuments named after presidents, but this typically happens well after they leave office as national tributes, often established by Congress.
Historical Context from a Presidential Historian
Julian Zelizer, a presidential historian at Princeton University, noted that while previous presidents weren’t shy about reminding voters they were responsible for popular policies like stimulus money or infrastructure programs, “this is very different from what we’re seeing today.”
“It’s much easier to put your name on a building or a ship than to pass legislation with lasting impact,” Zelizer said. “In terms of a lasting legacy, it’s quite rare.”
Trump-Branded Navy Ships and Government Programs
Trump has announced plans for a new generation of Navy warships, dubbed the “Trump-class battleships,” and claimed he would personally participate in their designs.
However, the announcement doesn’t guarantee construction will happen. The Navy has canceled shipbuilding programs in the past, and the Trump-class ships are still in the design phase, a process that typically takes many years.
The Tax Cuts and Jobs Act, approved in July, created a new type of tax-advantaged savings account for children, now referred to as “Trump Accounts” on the Internal Revenue Service website.
Since these accounts were created by congressional legislation, changing the name likely requires congressional approval.
Other Trump-Branded Initiatives
In October, the Treasury released preliminary designs for $1 bills featuring Trump to commemorate the 250th anniversary of U.S. independence from Britain. It’s unclear if the Trump dollar will be issued next year.
The Trump administration also launched the “Trump Gold Card,” a new visa program for wealthy foreign investors offering a fast track to U.S. residency, and TrumpRx.gov, a website set to launch in 2026 that offers discounted prescription drugs.
Even plans for the Air Force’s new F-47 fighter jet, though not bearing Trump’s name, reference the 47th president, according to the Air Force. Trump called the number “beautiful.”
