Trump Tower residents fear they could be target of a terror attack

“I`m worried about a terrorist attack against the building. I wish he`d shut up. (A female resident at Trump Tower)”

The Chicago Tribune on Wednesday reported that residents of the 92-story Trump International Hotel & Tower (photo) are embarrassed of Donald Trump’s blunt comments. "I find him morally repugnant," said Georgia Curatola who has rented an apartment for five years at Trump Parc in New York. "The services are wonderful, but I wish they would take the name down.”

The Trump Organization has built its fortune by constructing high-end multipurpose apartments in New York, Chicago and Las Vegas. Trump is currently residing in a penthouse (approx. 30,000 square meters) of his Trump Tower in New York.

Brand experts have expressed their concerns that its brand values could be undermined due to his comment that Muslim should be banned from entry to the U.S. Having been recognized as “success, wealth and luxury,” the Trump brand has become more and more extreme.

“The Trump brand has always stood for success and wealth and luxury, and he’s always been fairly loud and brash, but (his brand) is also increasingly standing for extremism and negative things," said Tim Calkins, clinical professor of marketing at Northwestern University’s Kellogg School of Management. "It’s not clear that it will ever go back to what it was."

jameshuh@donga.com