Companies have two types of marketing to do– product and brand marketing and corporate marketing. The corporation as a whole has also a distinct identity and reputation. It is seen as a bundle of several attributes. Monarchy too could be considered as a corporate brand. It is not just a historical and constitutional concept. It represents national identity. It has a sacrosanct role to play in nations life. A monarch is an advisor to the government. He should be aligned with the society. It is the reason why they indulge in philanthropic activities. Monarchy as a brand could be internationalised. British monarch is the head of 15 countries.

A brand is in essence a brand promise. A monarch has to live up to the promise he makes. John Balmer has evolved the concept of 5R’s of royal branding. These R’S are royalty, regal, relevant, responsive and respected. Royal indicates the status of the group one is born in. Regal means behaving in a manner that is appropriate for a monarch. Relevance is being meaningful. A responsive monarch adapts to the changes. Respected monarchies only survive. Rest perish.

A monarch understands that the real king are the people. People are supreme. A monarch is to serve them.

Monarchy need not be masculine always. In the last 200 years, British monarchy has been feminised, e.g. Queen Elizabeth and Queen Victoria. During feminine monarchy, a male monarch is the Prince of Wales. He continues within the constitutional parameters as monarch.

British monarchy has develoved power to the British government. Much of the world was once ruled by British monarchy. It has ceremonial role now. People are psychologically attached to the brand .