Say what you will about Donald Trump. He certainly is one of America’s great communicators. His continuing popularity in the Republican presidential polls is a credit to years of careful grooming of the Trump brand, as well as his ability to project absolute self confidence.

In the current Infotainment Era — when the news media is equally dedicated to current events and celebrity coverage — Trump is the ultimate product. After years of starring in CBS Television’s “The Apprentice,” he has convinced millions of viewers that he is the world’s leading entrepreneur. Although it is positioned as a reality show, Apprentice positions Trump as the premiere business genius, a role that the Donald plays with a great relish.

Simultaneously, Trump has parlayed his business successes into personal triumphs, while minimizing awareness of his business failures, including bankruptcies, massive layoffs and huge investor losses connected to significant companies in his empire. His message is one of self empowerment. “If I can do it, so can you,” is the implied message of his public persona. Never mind that his fortune was built on inherited family money. Donald Trump wants you to see him as every man, just a straight-talking commoner who is constantly enriched by street smarts, business acumen and toughness.

The power of the Trump brand has been evident throughout the initial months of his presidential campaign. He advocates policies without substance, like building a border wall that Mexico will finance and forcing China to send factory jobs back to the United States.  Even though these Trump platforms have no underpinnings, most of his fans need no justifications to believe in him.

Meanwhile, Trump survives objectionable statements that already would have sunk candidates with lesser brands. When the Donald says something outrageous, his fans roar with appreciation because such “honest” comments are part of his image. They perceive that he speaks to them with a wink and a nod. So they will tolerate much more from their hero than they would from conventional political candidates.

Without predicting whether Donald Trump will ultimately prevail in his presidential bid, one has to tip a hat to him for building such an enduring brand image. The coming months certainly will test whether his carefully crafted image will survive the many coming storms along the campaign trail.