Now that he’s out of office, former President Donald Trump faces a daunting challenge: rehabilitating his brand after it’s been tarnished by a tumultuous presidency that ended with riots at the U.S. Capitol and a second impeachment.The good news for Trump: More than 74 million Americans voted for him and might be willing to stay at his hotels, golf at his resorts and buy his products, such as shirts, golf accessories and jewelry. The bad news: Business experts say many companies are expected to keep him at a distance, treating him as bad for business – especially financiers that view the former president as a risky bet, given his history of defaulting on debts and not paying his bills on time.“There’s a swath of businesses (for which) his brand is just radioactive,” said Erik Gordon, a business and law professor at the University of Michigan.It’ll be especially hard for Trump to break through if he faces criminal charges over his conduct in office, such as those tied to his alleged role in provoking the Capitol insurrection.“He is seen as a criminal and, in fact, is one,” said Lisa Gilbert, executive vice president at Public Citizen, a watchdog group that has criticized Trump for profiting off of the presidency.MyPillow CEO Mike Lindell says Kohl’s and Bed Bath & Beyond to stop selling his brandKamala Harris’ husband Doug Emhoff puts her career first as second gentlemanThere are already signs that some of his partners are done doing business with him. The PGA of American recently announced it was pulling the 2022 PGA Championship from his golf course in New Jersey.About a week after the insurrection, New York City moved to terminate its business contracts with Trump, including deals to operate two ice skating rinks and a carousel in Central Park. Major companies in the business world in which Trump made his name are cutting off campaign funds from lawmakers who supported his challenge to accepting the certified Electoral College votes electing Joe Biden.And the National Association of Manufacturers called for his potential ouster, while The New York Times reported that Deutsche Bank, Trump’s primary lender for two decades, was no longer interested in doing business with him. Even the New York chapter of the Girl Scouts is reportedly aiming to exit a long-term lease at the Trump Building in Manhattan’s Financial District.For Trump to succeed financially, he may have to carve a new path for himself because a significant portion of his previous business strategy – real estate development, casinos and golf resorts – might a dead end, experts said.What’s more, the type of elite, wealthy consumers who have historically been able to afford to indulge in Trump’s luxurious properties – such as the Trump International Hotel in Washington, D.C., or the Trump National Doral golf resort in Miami – have increasingly come to view his brand as distasteful.“I think amongst the traditional Trump target audience or demographic the brand is tarnished for them,” said