Customer satisfaction towards volvo buses, Chennai

This paper explores monarchies through a corporate branding lens. It is based on extensive field interviewing of individuals with knowledge and experience in what we (not they) term ‘managing the Monarchy as a brand’, including senior members of the Swedish Royal Court and the Swedish Royal Family. It also draws from literature regarding monarchies across a range of disciplines beyond management; we found no previous brand-related literature on the topic. Our conclusion is that the monarchy, as an institution, is very much like a corporate brand, including amenability to being managed in a manner analogous to that for a corporate brand, especially one with a heritage.