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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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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 22 September 2021

The Royal Family Brand

The Royal Family Brand

A Right Royal Future?

Chapter:
(p.283) Ten The Royal Family Brand
Source:
Royal Fever
Author(s):

Cele C. Otnes

Pauline Maclaran

Publisher:
University of California Press
DOI:10.1525/california/9780520273658.003.0011

The final chapter offers the authors’ reflections on the future trajectory of the RFBC and the issues it will face as it tries to maintain its appeal in Britain and the world. In particularly, it draws attention to the increasingly blurred boundaries between royalty and celebrity while also highlighting royalty’s distinguishing features. To maintain its distinction from ever-encroaching celebrity culture—and, indeed, to continue to be perceived as “above celebrity”—it will be crucial for the RFBC to retain its aesthetic, cultural, historic, and touristic viability. The chapter concludes with a look at how each of the five types of brands the RFBC contains will face challenges in the coming decades.

Keywords:   future, celebrity, celebrity culture, aesthetic, cultural, touristic, challenges, Prince Charles

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