I think this is less about his family's business and an attack on his daughter. He ran for president. He won. He's leading this country. I think for people to take out their concern about his actions or his executive orders on members of his family, he has every right to stand up for his family and applaud their business activities, their success ... There's a targeting of her brand and it's her name. She's not directly running the company. It's still her name on it. There are clearly efforts to undermine that name based on her father's positions on particular policies that he's taken. This is a direct attack on his policies and her name. Her because she is being maligned because they have a problem with his policies.
This is just the clearest statement of what has been obvious for months. President Trump sees the United States and his family businesses as a fully integrated entity because he is President. Remember, just a few days ago the President's wife argued in court that a disputed and subsequently retracted article damaged her ability to take advantage of the business opportunity of being First Lady. That literally means that her public office is a thing of specifically quantifiable monetary value to which she has been wrongly deprived and for which is seeking compensation. He is the state. He is the business. That may sound dramatic and even hyperbolic. But look at Spicer's own words. They're not.
As I've been saying, stop talking about 'conflicts of interest'. Those are guide rails meant to help ethical people to stay ethical or unethical people put on a show of it. There's no show here. Trump is openly using the Presidency as the world's greatest marketing opportunity. Happily, there are some signs his efforts to punish companies that don't enrich him and his family may be backfiring. But that's irrelevant to the question of intent. He's openly doing this. The only question is who helps him and who refuses to accept this as a normal state of affairs.