General Summary: Professor Catherine Chaput talks about her studies in neoliberalism and branding affects, particularly the Trump brand in the presidential campaign. Several undergraduate students from the University of Texas at Austin come up with questions about Trump's branding strategy, its rhetorical meaning and the impact of his strategy on politics and economics. Detailed Summary: Brief introduction of Professor Catherine Chaput and her article (Scholarly Article Informing this Production: Chaput, Catherine. “Trumponomics, Neoliberal Branding, and the Rhetorical Circulation of Affect”. Advances in the History of Rhetoric, vol. 21, no. 2, 2018, pp. 194-209.Credits: This podcast was facilitated by Professor Mark Longaker and produced by Chia-Ying Ni and Yuyi Liu. It features the voices of David Minton, Tucker Britt, Zhihao Chen, and Professor Catherine Chaput. Music featured in this podcast, titled “commonGround”, was created by airtone and has been repurposed here under Creative Commons Attribution Noncommercial license 3.0. Additionally, conversation.wav was adapted and incorporated under Creative Commons 1.0 license.