Mats Urde
Senior lecturer
Monarchical Perspectives on Corporate Brand Management
Author
Summary, in English
We report the insights gained from a major international landmark study into Monarchies as Corporate Brands. We were granted privileged and unprecedented access to Their Majesties the King and Queen of Sweden, to members of the Royal Family and to Senior Officials of the Royal Household of Sweden. Our study, drawing on field research and drawing on the extensive literature on monarchy, resulted in identifying nine elements, relevant to managing a corporate brand. We call this ‘The Corporate Brand Management Protocol.’ The protocol requires orchestrating nine elements, which we identify as responsibility, identity, affinity, philosophy, activity, community, consistency, sensitivity, and connectivity. A key affirmation from our study is the necessity for on-going guardianship of corporate brands: we label this duty ‘Corporate Brand Custodianship. For monarchies this resides with Sovereigns and their Royal Courts and, in business contexts, this falls to the CEO and to Senior Management. They are the ultimate defenders of the corporate brand.
Department/s
- Department of Business Administration
Publishing year
2005-12
Language
English
Publication/Series
Working Paper Series
Issue
05/42
Links
Document type
Working paper
Publisher
Bradford University School of Management
Topic
- Business Administration
Keywords
- monarchy
- corporate brand
- symbols
Status
Published