Case Code : CLCB011
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
The Royal Warrant, Celebrity endorsements, Royal Household Tradesmen's Warrants Committee, Royal Charter, Royal Warrants association, Brand Finance, British Royal Family, The Lord Chamberlain, Cadbury and Quality Assurance
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The caselet gives an overview of how marketers used The Royal Warrant issued by the British Royal Family as a form of celebrity endorsement. By using Royal Warrants, marketers tried to convey the message to consumers that their products were of high-quality. The caselet also mentions how The Royal Warrant helped a number of small companies to promote their products.
“If you’re talking about British luxury goods, you’ve got to be talking about goods with the Royal Warrant. It’s almost like celebrity endorsement in a way,” said Harry Warner, general manager of englishhall.com, a website selling British luxury goods...
Questions for Discussion:
1. How was the Royal Warrant different from other celebrity endorsements?
2. How can marketers nullify the negative attributes associated with the endorsement of products by royalty?