Donald Trump's comments during the presidential campaign have generated a petition to get his name removed from an apartment complex on the Upper West Side. NY1's Lindsey Christ filed the following report.

In three-foot gold letters, the name Trump is supposed to make a statement.

Donald Trump says it connotes luxury and adds value. 

But as his controversial run for president nears the finish line, some residents of these high rises along the Hudson no longer want his name associated with their homes. 

"People really give us a hard time about it, and we're uncomfortable with it because it really doesn't represent who we are at this point," said Brian Dumont, a Trump Place resident. "That man, we have found, doesn't represent our values."

More than 350 people have signed an online petition to "dump the Trump name" from 140, 160 and 180 Riverside Boulevard.

"Why should he get part of my rent, and why should he have his name on there, when he's leaving such a bad taste in everybody?" said Marjorie Jacobs, a Trump Place resident.

Trump developed the property, but the buildings are now owned by a company called Equity Residential, which licenses his name.

The company told NY1, "We have a contractual obligation regarding the use of the name. We will assess the continued use of the name at the appropriate time taking into consideration the issues raised by the residents in their petition."

Equity Residential would not say when the contract is up, but residents say new door mats and doorman uniforms that omit the Trump connection already have been ordered.

Not everyone here thinks the Trump brand is off-putting. 

"I just moved in, and the Trump name doesn't bother me at all. It's actually a lovely building, and we're enjoying it," said Gabe Whitman, a Trump Place resident.

NY1 has reached out to the Trump organization for comment. They did not have an immediate response.

The movement to strip the buildings of Trump's name is the latest evidence Trump's brand is taking a hit. Some stores have stopped selling Trump-branded clothes, and some Trump hotels reportedly have lost bookings and have had to reduce rates.

Alejandro Franco said he considered moving into one of the buildings here, but decided not to.

"My son studies right there, and I want to be nearby, but I just don't want to be associated with the Trump name," he said.