The monarchy as a corporate brand - Some corporate communications dimensions
Publikation/Tidskrift/Serie: European Journal of Marketing
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.
- Business and Economics
- corporate branding
- corporate communications
- ISSN: 0309-0566