Monarchies as corporate brands
By: John M.T. Balmer, Stephen A. Greyser, Mats Urde
Contributors: Greyser, Stephen A.; Urde, Mats; Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 05-002; Working paper (Harvard Business School. Division of Research) -- 05-002
Publisher: Division of Research, Harvard Business School
Published: 2004
Place of publication: Boston
Language: eng
Number of pages: 43
Description: This paper explores monarchies through a corporate branding lens. It is based on extensive field interviewing with individuals with knowledge and experience in what we (not they) term "managing the Crown as a brand," including senior members of the Swedish Royal Court and the Swedish Royal Family. It also draws from literature regarding monarchies across a range of disciplines beyond management; we found no previous brand-related literature on the topic.
Notes: Includes bibliographical references.