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Royal FeverThe British Monarchy in Consumer Culture$
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Cele C. Otnes and Paulin Maclaran

Print publication date: 2015

Print ISBN-13: 9780520273658

Published to California Scholarship Online: September 2016

DOI: 10.1525/california/9780520273658.001.0001

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Marketing the Monarchy

Marketing the Monarchy

(p.164) Six Marketing the Monarchy
Royal Fever

Cele C. Otnes

Pauline Maclaran

University of California Press

This chapter focuses on how the RFBC consistently intersects with the marketplace in ways both in and out of royal control. From visiting traditional manufacturers and merchants who bear royal warrants to snapping up endless varieties of commemoratives in souvenir shops, people can experience the intersection of marketing and the monarchy in myriad ways. The RFBC’s interface with commerce through the granting of royal warrants dates back many centuries. Yet the strategic decision to develop their own consumer brands (such as the Windsor Farm Shops) is a much newer phenomenon, and, in part, reflects the growing pressure on the royal family to contribute in some meaningful way to Britain’s economy. Other marketplace intersections with royalty are outside the control of the RFBC, such as auctions and internet sites that deal in royal memorabilia and have the power to present the RFBC in less positive ways.

Keywords:   marketplace, royal warrants, souvenir, tourists, commerce, consumer brands, auctions, internet sites, royal memorabilia

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