In May, a London correspondent for the New York Times consulted Brunel Business School’s monarchical marketing authority Professor John M.T. Balmer along with Dr Sharifah Alwi, who is known for her corporate branding work, apropos an article on the positive associations of the Crown on properties/districts.
Dr Alwi provided background contexts for the article whilst the reporter drew on Professor Balmer’s published and bespoke quotes which were incorporated into the article. As such, Professor Balmer noted that “Even in countries where there is no longer a monarchy, a monarchical or Royal association can still be meaningful,” and went on to reflect, “After all, even in republican France the President still lives in a Palace.” Professor Balmer noted that Queen Elizabeth is,“A celebrity brand name without parallel,” and also“a global personality marque without compare.”By means of context he noted how, “HM Queen Elizabeth II has the most reproduced brand image of any individual since Jesus Christ – a brand proﬁle that adorns currencies and stamps from Australia to Vanuatu, a proﬁle that is truly global and is undeniably ubiquitous.”
In marketing terms, Professor Balmer reflected, the British Crown’s status as a “top-notch”corporate heritage brand can directly or informally endorse not only products, services and corporations but also places that may confer distinctiveness and prestige.
With particular reference to the article’s focus Professor Balmer noted, “Traditionally the aristocracy and the wealthy wished to be near the center of Royal power so even with the passage of time an area like St James’s in London still has some of the swishest shops and residences in London.”
The article was published on 26th June, 2019, and can be found here.
Professor John MT Balmer has written a significant number of articles on The Crown/The Monarchy as corporate brands, and aims to publish a small anthology on the territory (published by Routledge), He has also delivered a seminar of the Monarchy at Harvard Business School with Professor Stephen A. Greyser (former visiting Professor at Brunel University). In addition, he has contributed to a major overview of the British Monarchy in the leading quality German newspaper Die Welt, as well as a documentary on Australian public service broadcaster ABC, and has also been approached by Sky News, among others. In a landmark study, he worked with the Swedish Monarchy (with colleagues from Harvard Business School and Lund University Sweden) in the early 2000s which resulted in the formal articulation of the Monarchy as a Corporate Brand notion along with the Corporate Heritage Brand concept.
Dr Sharifah Alwi is known for her work on corporate branding, and in particular for her published output in leading journals. Earlier on this year she has led corporate branding workshops for practitioners in Malaysia. She is particularly renowned for her scholarship on the corporate brand image notion. Until recently she was the Director of the MSc in Corporate Brand Management.