Monarchies as corporate brands

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."

Subjects

Series Statement

• Working paper / Division of Research, Harvard Business School -- 05-002