Two days before the inauguration, the Trump campaign applied to trademark "Keep America Great!" (both with and without the exclaimation mark, in Serial Nos. 87305582 and 87305551 respectively), as a forward looking measure to a potential 2020 re-election. The new slogan, branded halfway through a Washington Post interview, was filed on January 18th by the campaign's attorney and includes wide ranging goods and services, covering bumper stickers, clothing, political campaign services, online publications, social networking services, and more. Having registered hundreds of federal trademarks throughout his business career, Donald Trump obviously understands the value of marketing and protecting a brand. In fact, he had previously registered the four simple words "Make America Great Again", as early as November 19, 2012 (Serial No. 85783371), which assisted in propelling him to the White House steps.