In a rebranding move, Donald Trump is using the number "45" in place of his name across some of his political digital properties. The marketing move comes after the 45th president left office on Jan. 20, 2021, and after several failed efforts to overturn election results.

Last week, Trump changed his official political website to read "45" for the URL

"They can never take that number away from him," said Sam Nunberg, a former advisor, according to NBC News. "Just psychologically, when you say President [Jimmy] Carter or you say President George H.W. Bush, you think 'one-term president.' But if you put the number, 45th president, the connection doesn't come that fluidly."

Trump’s Political Action Committee’s URL is Even his archived White House Twitter account’s name was changed to @WhiteHouse45

It’s already gone so far that companies and supporters are asking for trademark rights in order to make “45” apparel and merchandise, according to NBC News. The change opens up financial opportunities for Trump.

"Think of it like Michael Jordan's '23,'" Greg Behr, a co-founder of a marketing firm that’s worked with Uber and Google, stated in an email to NBC News. "The number becomes synonymous with the man, and for fans there is an allure to owning and displaying a piece of that. I would suspect you will begin to see '45' deployed across a range of products that you, yourself, can own."

Many former aides and officials have already started referring to him as his presidential number. The political left has also been calling him "45" to avoid promoting him by using his name.

The move to push "45" comes amid speculation that Trump may run for president in 2024.

US President Donald Trump during a February 16, 2017 press conference at the White House Former US President Donald Trump Photo: AFP / Nicholas Kamm