Because he is no longer involved in casino’s activities he don’t want his personal brand to be used to confuse customers. “I’ve been away from Atlantic City for many years. People think we operate (the company), and we don’t. It’s not us. It’s not me,” he said.
Trump’s lawsuit occurred at the moment when the Trump Plaza and the Trump Taj Mahal casinos are in decline and supposed to be closed soon. He argued also that Trump Entertainment Resorts failed to operate and manage the casino properties in accordance with the high standards of quality and luxury required under the license agreement. At the opposite, “the Trump name (…) has become synonymous with the highest levels of quality, luxury, prestige and success.” This is why he asked that his name to be removed from the Trump Entertainment Resorts company itself too.