The intangible value of a brand name like Trump is very hard to quantify. Same exact building and location - 50 mil, Trump name 250 mil.
There's an actual accounting name for it: goodwill. Quick definition: "An intangible asset that is acquired when one company purchases another is known as goodwill. In other words, goodwill refers to the portion of the purchase price that surpasses the aggregate net fair value of all the assets acquired in the acquisition and all the liabilities assumed. Among the factors that define goodwill are brand recognition, a solid customer base, good customer relations, good employee relations, and proprietary technology. The items that makeup goodwill are intellectual property and brand recognition, which cannot be easily measured."
It's not just via a purchase. a business can have "inherent goodwill" which "represents the business's value in excess of its separable net assets. Developing inherent goodwill is an internal process that occurs over time as a result of reputation. It could go either ways, positive or negative."
Trump name, priceless.