Tuesday, 19 April 2011

Can Wills + Kate rejuvenate the British Monarchy brand?

There is no doubt that the forthcoming Royal Wedding has provided a chance to re-energise a flagging Royal Family brand.  The activities of the Monarchy have long engendered considerable fascination across the globe, but no more so than in recent weeks, with William and Kate’s forthcoming wedding.

The link between corporate brands and the British Monarchy is not as strange as it might first appear.  It is often said that members of the Royal Family, as well as others, often refer to the institution of the Monarchy as “the Firm’.  Support for the notion of the Monarchy as a brand comes from one of Britain’s most prominent historians, Dr David Starkey who stated: “In the age of democracy the crown has to be like any other brand. It has to win the respect of the people.”

Although some might say that maintaining the respect of the people has been periodically tested over the years, the British Monarchy as an institution still retains appeal, distinctiveness, and worth to its brand community – within and beyond the Commonwealth.

As a brand the Monarchy has a long history of distinctive visual and verbal identifiers such as the symbol of the crown and the title of Royal.  Like all great brands it is associated with deep seated community and cultural norms, representing traditional British values – a love of tradition, hierarchy and ceremony. And, similar to many iconic brands it is seen as a familiar reference point in an ever changing and more complex world.

Of course, the members of the Royal Family – the Queen, Prince Philip, the Prince of Wales and Prince William, and the late Princess Diana are celebrity brands in their own right.  In 1981, international viewing figures for Charles and Diana’s wedding television broadcast were estimated at over 750 million. Wills and Kate’s wedding viewing numbers are expected to exceed this.

Of course, even great brands which have been around for a while need to stay relevant – the marriage of Wills and Kate is an opportunity for the Royal Family brand to reflect a fresh, contemporary, and youthful optimism.  And, this reinvigoration of the British Monarchy brand is expected to have a positive flow on effect to the UK economy through increased tourism and merchandising.

If your brand could do with re-energising talk to THE DM GROUP, we are passionate about all things brand.  We would love to show you how we can help your brand become more relevant in today’s marketplace.