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Through what has been a very treacherous field on capitol hill for him. and so he in a couple of places seemed to acknowledge perhaps some of these things weren't immediately relevant to the service members. but with donald trump it was more of a broader audience. when he was in front of the coast guard, he switched from his former life in business where he talked about the coast guard having, perhaps, the greatest increase in brand value of any entity. not just the u.s. military when it came to their work during the sears of hurricanes where he acknowledged the 16,000 rescues where he was try...

Opinion, i think this was a political move at first. he was trying to protect the employees of united, who have felt unprotected for a long time. this was a way for him to win some points and to be safe, okay? but the reality is it was a dumb move. what they should have done a long time ago is give this guy what results to a $100 million comp ticket because of what they're losing in brand value. it is really terrible for the brand. the board needs to step up. i heard him on gma. i listened to every word. when they asked him is he responsible? it took him three seconds to answer of three soekds...

Rhana. we just heard what brian todd said there about the hotel reservations, maybe being down. do you think his brand has been hurt by this? >> i do. i've seen market surveys saying after trump decided to run for presidency, his brand value actually increased. it was already higher than average. you know, if he slaps hisno noa on a property, that gets him a boost and it went up after election and what did it with the billy bush tapes. that started to bring the value down and an interesting point he made in the luxury market which is where he likes to situate himself. the trends in luxury goes...

Really unfortunate timing he decides that thursday would be a great day to do phone banking for donald trump. so i think that we shouldn't underestimate how hard it is to build brand value and how easy it is to destroy it with hypocrisy. >> can i just ask on the point you're making about mike pence, i absolutely hear you in terms of what mike pence has built up painstakingly over the course of his entire political career, all wait back to his time on the radio. in terms of being a christian, conservative and republican and in that order. do you think that mike pence should drop off the ticket?...

Lost $10 billion in brand value since this emissions issue emerged. >> we look at the damage this has caused to volkswagen and what it could cause to the car industry as a whole. >> reporter: scathing and damming. >> there's an unprecedented crisis. >> this does cast a negative light on a company like volkswagen. >> the industry has to respond to reassure the public. >> there's a big price to pay if you don't get it right as an industry. >> the verdict on volkswagen's credibility. >> reporter: as the company admits 11 million of the cars worldwide could have cheated emission tests, the manufac...