John M. T. Balmer

Stephen A. Greyser

Mats Urde

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.

Mats Urde

Books

Your next favorite book is out there