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The monarchy as a corporate brand - Some corporate communications dimensions

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Author

  • Stephen A. Greyser
  • John M. T. Balmer
  • Mats Urde

Summary, in English

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.

Publishing year

2006

Language

English

Pages

902-908

Publication/Series

European Journal of Marketing

Volume

40

Issue

7-8

Document type

Journal article

Publisher

Emerald Group Publishing Limited

Topic

  • Business Administration

Keywords

  • corporate branding
  • corporate communications

Status

Published

ISBN/ISSN/Other

  • ISSN: 0309-0566