Although the Queen never features in any of the world's most valuable brands
lists, she is undoubtedly a superbrand. So without the advertising budget of
Coke or the creativity of Apple, what makes the Queen such a valuable brand?
Like most brands, the two most important drivers are brand awareness and brand
On the first of these, simply try asking most of the world to recall a Queen
and QEII may be the most common response, while showing the Queen's face and
asking 'who is this?' would elicit even greater recognition. So why is this?
Well in no small part is it due to the amount of free media attention she
receives from being Head of State and the Common Wealth and the international
TV exposure gained from meeting most of the World's Prime Ministers and
Presidents. From the late 1960s, world-wide TV coverage of such events as her
own investiture to the weddings of Princess Diana and Charles and Kate and
William as well as her visits to 129 countries gave her exposure most brands
would die for. Add to this every foreign visitor to the UK seeing her face on
every coin and note, and you get extra ordinarily high brand recognition.
However, the main reason for her being a superbrand is her brand image which is
her set of associations and how favourable, unique and strong these are.
To find out more about the Queen's brand image in the year of her Diamond
Jubilee, download the full comment piece below.