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The royal brand performance

It has done well so far but must avoid risky new products, warns the chief executive of M&C Saatchi

By David Kershaw   April 2011

Risky for the brand? Diana, Fergie and Andrew in Klosters, 1987

Much marketing and brand management teaching is conducted through case studies, a method made famous by Harvard Business School. Though they would find the thought unpalatable in the hotbed of republicanism that is Cambridge, Massachusetts, I believe that Britain’s royal brand provides an excellent demonstration of some of the key issues that marketers and their agencies have to grapple with.

Only the greatest brands, for example, cope well with a name change. As a young thing at Saatchi, I was involved in the switch from Marathon to Snickers,…

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