The New York Times has a full copy of Trump’s tax returns. No mention of how they got them. Part 2 is a dissection of how eagerly he exploited his name and monetized his brand, no matter how low he had to go, including selling laundry detergent.

It begins:

From the back seat of a stretch limousine heading to meet the first contestants for his new TV show “The Apprentice,” Donald J. Trump bragged that he was a billionaire who had overcome financial hardship.

“I used my brain, I used my negotiating skills and I worked it all out,” he told viewers. “Now, my company is bigger than it ever was and stronger than it ever was.”

It was all a hoax.

Months after that inaugural episode in January 2004, Mr. Trump filed his individual tax return reporting $89.9 million in net losses from his core businesses for the prior year. The red ink spilled from everywhere, even as American television audiences saw him as a savvy business mogul with the Midas touch.

Twelve years later, that image of the self-made, self-saved mogul, beamed into the national consciousness, would help fuel Mr. Trump’s improbable election to the White House.

But while the story of “The Apprentice” is by now well known, the president’s tax returns reveal another grand twist that has never been truly told — how the popularity of that fictional alter ego rescued him, providing a financial lifeline to reinvent himself yet again. And then how, in an echo of the boom-and-bust cycle that has defined his business career, he led himself toward the financial shoals he must navigate today.

Mr. Trump’s genius, it turned out, wasn’t running a company. It was making himself famous — Trump-scale famous — and monetizing that fame.

By analyzing the tax records, The New York Times was able to place a value on Mr. Trump’s celebrity. While the returns show that he earned some $197 million directly from “The Apprentice” over 16 years — roughly in line with what he has claimed — they also reveal that an additional $230 million flowed from the fame associated with it.

Tax records show that Donald Trump earned $197 million directly from “The Apprentice,” and $230 million from licensing and endorsement deals that followed. Bill Tompkins/Getty Images
The show’s big ratings meant that everyone wanted a piece of the Trump brand, and he grabbed at the opportunity to rent it out. There was $500,000 to pitch Double Stuf Oreos, another half-million to sell Domino’s Pizza and $850,000 to push laundry detergent.

There were seven-figure licensing deals with hotel builders, some with murky backgrounds, in former Soviet republics and other developing countries. And there were schemes that exploited misplaced trust in the TV version of Mr. Trump, who, off camera, peddled worthless get-rich-quick nostrums like “Donald Trump Way to Wealth” seminars that promised initiation into “the secrets and strategies that have made Donald Trump a billionaire.”