The Royal Family Is UK’s ‘Most Valuable Brand’
A new research report has found that the Royal Family is the UK's 'Most Valuable Brand' and the fifth biggest 'corporate brand' in the world.
APRIL 21st, 2021
ew research has shown that the Royal Family is regarded as the world’s fifth biggest ‘corporate brand’ beating the likes of Nike, Coca Cola, Disney and Microsoft. The Queen herself has also been listed as one of the world's most prominent and influential figures. Against other noted public figures, the Queen is deemed much more powerful than Oprah Winfrey, - who recently conducted an explosive tell-all interview with Prince Harry and Meghan Markle - Beyoncé, Kim Kardashian and even Bill Gates.
The Queen’s ‘personal brand’ is regarded as sixteen times bigger than Beyoncé’s, six times the size of Kim Kardashian and Bill Gates, three times bigger than Oprah’s, and twenty-three times bigger than that of the Beckhams.
The detailed survey conducted by Statista for True Royalty TV searched and monitored articles translated from 65 languages from around the world of the thirty-seven most relevant individuals in nine celebrity families. Between January 2017 and March 2021, Statista - regarded as the No.1 Business Data Platform anywhere in the world - analysed the articles on numerous factors, including the number of times a particular ‘search term’ was directly referenced i.e. ‘The Queen’.
Alongside the Queen, the Royal Family as a universal brand was also referenced in the report, revealing that the ‘Firm’ is the fifth biggest ‘corporate brand’ anywhere in the world. Estimated to be worth around £71 billion, with the Queen’s personal brand worth an astonishing £35 billion, it makes the Royal Family the UK’s most valuable brand, beating the likes of Marks & Spencers and Shell.
David Haigh, chief executive of Brand Finance, the world’s leading independent brand valuation and strategy consultancy, says: “The Royal Family refers to itself as 'The Firm'. So, when we began analysing the financial performance of the monarchy, we took that same phrase and tried to value it as a firm. And we estimate the value of the business at about £70 billion, which is about $100bn. That puts it as the most valuable UK brand.”
What is equally impressive is the longevity of The Royal Family’s popularity, even against major scandals and upset. With a financial contribution of £1.7 billion into the UK economy every year, Kubi Springer, an award-winning International Brand Consultant, told True Royalty TV: “Nike, Ferrari and Coke, when you combine those brands together, the Queen’s brand has more articles than those three combined which is really powerful.”
The report comes after a bumpy year for the Royal Family, with Prince Andrew stepping back from public life after the Jeffrey Epstein interview fallout, and allegations of sexual offences against a minor, and also Harry and Meghan’s explosive interview with Oprah Winfrey, which hurled accusations of racism at the heart of the Royal Family.
Yet according to a representative of Statista, their research proves that the Monarchy will continue to endure. “The British Monarchy is far too valuable to the UK and Commonwealth to be abolished. After the Harry and Meghan interview, whilst some raised the question of removing the monarchy, it’s pretty clear it will never happen. There is too much interest and if our research proves anything, it demonstrates that the Sussexes are going to have a hard time trying to compete with ‘brand royal’, which is perhaps why they are continuing to use their titles of the Duke and Duchess of Sussex - they know how lucrative the connection is."
The representative continued: “Of course, due to the nature of succession, there will be major changes in who will run the ‘Firm’ in the near future, and questions do remain over whether Prince Charles can keep the momentum of popularity and interest his mother has maintained for nearly seventy years.
“There is also the growing preference for Prince William to become king, and that poses more questions for the royal family to answer. Will they adhere to public preference, or stick with tradition? It’s almost certain the latter will remain the course, irrespective of whether it damages the brand or not.”
The results come as the Queen celebrates her 95th birthday whilst in mourning of her late husband Prince Philip, whose funeral took place on Saturday. The Queen is expected to spend the day quietly without any fanfare and spend time walking her two new puppies.
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