By Dr John M T Balmer, PhD, Brunel University London — The Conversation, 13 September 2022
Queen Elizabeth II was not just a monarch; she represented a global brand. For seven decades, this brand has to some extent defined and promoted the British nation around the world. The British monarchy consists of various strands of branding: the institution (the crown), the commonwealth realms, the royal family and its individual members. The symbols of monarchy — the crown, the royal cypher and royal coat of arms — are powerful brand symbols akin to trademarks. In fact, the monarchy even lends out its brand prestige by granting Royal Warrants of Appointment; some 800 entities currently have the right to mark their products with the Royal Arms and “By appointment to Her Majesty the Queen.” The royal brand is associated with considerable financial value, with some estimates putting the capital value of the UK monarchy as a business at £67.5 billion.
To maintain this kind of brand success, a modern-day constitutional monarch must meet what Dr Balmer calls the “five Rs” of the royal branding mix: royal (having a special status as defined by the state), regal (behaving in a manner befitting a monarch), relevant (being meaningful to the country), respected (having the approval of the people), and responsive (accommodating change). Queen Elizabeth II met all five criteria — which is why she is a perfect example of a constitutional monarch. A speech made in South Africa in 1947 by the then Princess Elizabeth set the key tenor of her reign: “I declare before you all that my whole life whether it be long or short shall be devoted to your service.” And her jubilee letter this year ended with the words “Your Servant, Elizabeth R.” With Queen Elizabeth’s death, the UK has not only lost a peerless constitutional monarch, but also one of the country’s greatest brand assets. This article has been republished under Creative Commons licence.