A fascinating new study from the University of Illinois delves into the captivating power of the British Royal Family, revealing the intricate strategies behind their enduring global brand and its significant economic impact. According to “Royal Fever: The British Monarchy in Consumer Culture,” co-authored by Cele Otnes, a marketing expert at the College of Business, the royal brand is estimated to be worth a staggering $87 billion and generates over $1.77 billion annually for the UK economy. This in-depth exploration offers fresh insights into how the monarchy maintains its relevance and shapes consumer behavior in the 21st century.
Professor Otnes, alongside Pauline C. Maclaran from Royal Holloway, University of London, spent nine years researching the phenomenon. Their fieldwork began in 2005, observing key moments such as royal weddings, jubilees, and the births of royal children. Through interviews with individuals involved in royal-related industries and extensive archival research, they uncovered the multifaceted nature of the royal brand.
The book highlights that the British Royal Family transcends typical brand categories. While it embodies prestige and luxury, it also operates as a family and global brand, creating a complex identity that appeals to a diverse consumer base. Professor Otnes explains, “If you look at the literature on branding, researchers typically put stakes in the ground that argue for the importance of recognizing a specific kind of brand. For example, the first thing that comes to mind is that the royal family is a prestige brand. But they’re also a family brand, a global brand and a luxury brand. So this brand is multifaceted, and it’s really important to understand how different aspects of the brand feed into each and both contradict and complement each other.”
One of the key strengths of the royal brand is its accessibility. Unlike exclusive luxury brands, the monarchy offers numerous points of entry for consumers worldwide. From affordable souvenirs like coffee mugs to high-end experiences such as royal site tours, there’s a product or experience for every level of engagement. This “democratic” approach broadens their appeal and ensures continuous public interest. Otnes notes, “There are numerous points of entry to the royal family brand. You can buy a cheap coffee mug or take a very expensive tour of royal sites throughout Britain. So there’s a wide berth to accommodate a range of consumers.”
The enduring success of the British monarchy as a brand is also attributed to its remarkable resilience and historical awareness. The royals, as Otnes points out, understood the principles of branding long before modern consumer culture took hold. Queen Elizabeth I, for example, strategically crafted her image as “Gloriana, the Virgin Queen,” using persona and public relations to maintain power. This historical consciousness, combined with the ability to adapt to contemporary trends, contributes to the brand’s longevity.
Furthermore, the royal family’s willingness to embrace humor and self-deprecation plays a crucial role in their brand resilience. In contrast to other monarchies where criticism is suppressed, the British royals have cultivated a culture where lighthearted mockery is tolerated and even embraced. This unique approach fosters affection and strengthens the bond between the monarchy and the public, contributing to the thriving marketplace for royal merchandise and memorabilia. “So the fact that the queen has allowed herself to be made fun of by her people – and they aren’t locked up in the Tower of London over it – has made a huge difference. It generates affection for the royal family,” Otnes explains.
“Royal Fever: The British Monarchy in Consumer Culture” provides a compelling analysis of the British Royal Family as a sophisticated and adaptable brand. It highlights the monarchy’s masterful understanding of consumer culture and its ability to navigate the complexities of the 21st century while maintaining its historical significance and economic power. For those interested in British Royal Family News and the intersection of branding and culture, this book offers an insightful and engaging perspective.
