The Royal Warrant - Celebrity Endorsement*



Case Code : CLCB011
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

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


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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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.


» Effectiveness of celebrity endorsements in increasing the brand value of a product/ service
» Challenges faced by marketers in using members of royal families as celebrity endorsers
» The role of consumer aspirations in acceptance of celebrities as effective endorsers by the public


The Royal Warrant (Warrant), a grant made by the British Royal Family to companies or traders who supplied goods and services to the royal family (Refer Exhibit), was used as a marketing tool by suppliers to endorse the quality and reliability of their products and services.

“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, 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?