The monarchy as a corporate brand

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.