The monarchy as a corporate brand: Some corporate communications dimensions

Abstract

Purpose

The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand.

Design/methodology/approach

Draws on the preliminary findings of a major study on monarchies.

Findings

Argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies).

Research implications

That monarchies are analogous to organisational brands and are amenable to being managed as such.

Originality/value

Draws on a unique study relating to monarchies as corporate brands.

Citation

Greyser, S.A., Balmer, J.M.T. and Urde, M. (2006), "The monarchy as a corporate brand: Some corporate communications dimensions", European Journal of Marketing, Vol. 40 No. 7/8, pp. 902-908. https://doi.org/10.1108/03090560610670052