Billionaire businessman Sir Richard Branson has weighed into the US election race, warning of a "disaster" if Donald Trump makes it to the White House.
The Virgin founder described a Trump presidency as "a disaster" on his blog, while backing Democrat Hillary Clinton as "a safe pair of hands and a leader of supreme experience and knowhow."
Branson said he fundamentally disagreed with the Republican nominee on what made a great entrepreneur.
"I believe this involves being a good listener, putting others before oneself, being an effective delegator and striving to make a positive difference to the world," he said.
"Great entrepreneurs build businesses with purpose at their heart and always treat people with respect. These are not characteristics I see in Mr Trump - neither in his previous business dealings, nor in this campaign."
The British entrepreneur also compared Trump to Barack Obama, saying the current president "fundamentally understands the enormous responsibility of the office he holds".
"The US President is still the most powerful person in the world. From his views on foreign affairs to economics, from healthcare to immigration, President Obama understands that listening, careful balancing of interests and openness to other opinions are essential," Branson said.
"Whether you agree with all of his policies or not, he treats people with respect, humility and common sense. I feel confident Hillary Clinton would continue on the same path."
The comments come as Trump struggles to shrug off an increasing number of allegations of sexual assault.
Overnight, a former contestant on Donald Trump's reality show "The Apprentice" became the 11th woman to accuse the Republican nominee of sexual assault or misconduct.
Meanwhile, President Obama warned that democracy itself was on the line when Americans go to the polls on November 8.
Branson's cautionary words follow research from search-and-discovery app Foursquare suggesting Trump's campaign is denting businesses branded with his name.
The company, which tracks "foot traffic intelligence" on commercial properties, found visits to Trump-branded hotels, casinos and golf courses had slumped 19 per cent in September, from the same month two years earlier.