The election of Donald Trump to the U.S. presidency poses a dilemma for Trump, the brand. For decades, the businessman has put his literally gold-plated name on hotels, highrises and golf resorts to evoke a sense of luxury. Trump has even emblazoned his name on products as diverse as silk ties and bottled water. But in the bruising campaign of the past 18 months, a divisive, blunt and controversial Trump has emerged — which appealed to the masses. How will Trump rebuild his brand and what direction will it take?