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Monarchical Perspectives on Corporate Brand Management

Balmer, John M. T.; Greyser, Stephen A. and Urde, Mats LU (2005) In Working Paper Series
Abstract
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... (More)
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. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Working Paper
publication status
published
subject
keywords
monarchy, corporate brand, symbols
in
Working Paper Series
issue
05/42
pages
22 pages
publisher
Bradford University School of Management
language
English
LU publication?
yes
id
fa8824ad-22c2-484d-94f0-9ed9fed025cb
alternative location
http://www.bradford.ac.uk/acad/management/external/pdf/workingpapers/2005/Booklet_05-42.pdf
date added to LUP
2017-06-30 11:10:21
date last changed
2017-07-03 16:13:58
@misc{fa8824ad-22c2-484d-94f0-9ed9fed025cb,
  abstract     = {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.},
  author       = {Balmer, John M. T. and Greyser, Stephen A. and Urde, Mats},
  keyword      = {monarchy,corporate brand,symbols},
  language     = {eng},
  note         = {Working Paper},
  number       = {05/42},
  pages        = {22},
  publisher    = {Bradford University School of Management},
  series       = {Working Paper Series},
  title        = {Monarchical Perspectives on Corporate Brand Management},
  year         = {2005},
}