Trump presidency raises concerns of new conflicts of interest

Donald Trump's impending White House return poses questions once again about conflicts of interest related to his business empire, with new cryptocurrency and other ventures raising fresh concerns.

The billionaire's stunning political comeback is "rocket fuel for the Trump Empire," said Mark Hass, an Arizona State University marketing professor.

ter almost a decade of making headlines around the globe, Trump's "brand is... sort of the Nike or Apple of politics," he said.

"Everybody in the world knows what it stands for.

Trump no longer holds an executive title at the Trump Organization, which has been run by his two eldest sons since his 2016 election win.

However, the 78-year-old has retained his stake in the family business via a trust, which during his first term in office was managed by a third party.

After he left the White House, Trump made himself a co-administrator of the trust. He has yet to say if he will relinquish the position when he takes office again in January.

Regardless, according to Hass, Trump's association with his businesses will persist.

"Maybe he does not have a direct role in it, but you couldn't get as close to the business without directly running it, than having your sons run it and to have your name on it," he said.

Tim Calkins, a Northwestern University marketing professor, said that Trump's victory has likely revived the family's brand.

"Brands are associations and at the moment the Trump brand is associated with winning, comebacks and momentum," he told AFP.

"Trump is still a very polarizing brand, but the election outcome has strengthened the positive associations," he said.

Since Trump's last term in office, the family business has struck substantial deals overseas, with several linked to Saudi Arabia.

The Trump Organization has partnered with Saudi developer Dar Global on a high-rise apartment complex in the Red Sea city of Jeddah, a luxury building in Dubai and a hotel complex in Oman.

It has also signed an agreement with LIV Golf, controlled by the Saudi sovereign wealth fund, and has hosted several LIV events on Trump-owned golf courses.

Haas said that such partners understand the contracts give them "influence" over Trump, and will ultimately produce financial benefits for him.