The monarchy as a corporate brand - Some corporate communications dimensions

• Purpose - The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach - Draws on the preliminary findings of a major study on monarchies. Findings - Argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies). Research implications - That monarchies are analogous to organisational brands and are amenable to being managed as such. Originality/value - Draws on a unique study relating to monarchies as corporate brands.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

corporate branding

corporate communications

Publikations- och innehållstyp

art (ämneskategori)

ref (ämneskategori)