This is from the Guardian live blog. Isn't this Trump basically admitting it? 
“The most valuable asset was the brand value,” he said. “If you look at the companies, the brand value is a very big part of the asset value of the company.”
“If I wanted to build up a statement,” Trump said, “I would have added brand value here ...
... and I would have increased it 10s of millions of dollars”
Yes mate, that's what's you did and what you're going down for! [my comment]
“It’s an asset,” he said of his brand. “Coca-Cola has it, and other big companies, public companies” have it.”
“I became president because of my brand,” Trump also said. “I sell books at levels that are incredible because of my brand.”