Cultivating brand potential


King and Queen of branding

Posted by: Jo Briton

Categories: Branding, Marketing,

Thu, 06 Feb 2014

A couple of Royal branding stories have attracted my attention in recent weeks.

The first was the news that Royal Ascot is to be ‘branded’ for the first time as the Queen allows Qatari royal family to become commercial partners.

Qipco, a holding company for the Qataris, already known for its lavish sponsorship of Champions Day at Ascot in October, is set to be part of a new up-market branding initiative expected to raise millions for the Queen’s racecourse.

Until now, the Queen has resisted calls from within the racing industry to introduce sponsorship of select races at her world-famous five-day meeting in June. But maybe that will now change.

The second piece of Royal Branding news came about as it was revealed that The Duke and Duchess of Cambridge and Prince Harry have set up individual companies to protect their intellectual property rights.

The move was made in October 2012, preventing anyone from selling products which are ‘unflattering’ to the young Royals and their ‘brand’, affording them protection as well as a legal route.

The Duke of Cambridge has chosen the name ‘APL Anglesey’ as his registered name, using his middle-name initials, Arthur Philip Louis, and the isle where he and his wife first set up home. The Duchess of Cambridge’s name is ‘CE Strathearn’. She has used her initials, Catherine Elizabeth, also incorporating one of her titles, Countess of Strathearn, which she received on her wedding day. Prince Harry has chosen the name of an Antelope for his company, ‘Tsessebe’. It is an African animal, which lives in a place close to his heart and where some of his charity work is based.

It is thought that this will enable the Royals to sell officially endorsed products and take action against anyone selling items that could harm their image.

I think it is good they are taking control of their reputation, their brand and their images. Like it or not, they are amongst the most marketable people in the world and it is wrong if they cannot oversee their own branding. And if they can use that branding for the greater good, like raising money for their charities, then even better. Also if it stops any tacky doll and china being produced, I’m all for it!

Sources: The Telegraph, Royal Central and Daily Mail