Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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
• and The role of consumer aspirations in acceptance of celebrities as effective

Keywords

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