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 image.

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.