From Corona beer to the coronation, the crown is branding fit for a king
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Tuesday, May 2, 2023
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And as the coronation of King Charles III reminds us, the crown is also a superlative brand.
Key Points:
- And as the coronation of King Charles III reminds us, the crown is also a superlative brand.
- Though images of crowns are often used in royal branding, it is rare for monarchs these days to actually wear crowns.
- In the UK the crown encompasses both the monarch and the government, namely King Charles III and His Majesty’s government.
- Still, they all use a crown as the marque (or embelem) to represent themselves – see Luxembourg and Denmark’s coats of arms.
Crowns of the coronation
- The coronation of King Charles III will be a veritable festival of crowns, featuring seven crowns in total.
- The last queen consort to undergo a coronation was in 1937.
- Four other crowns will be present during the coronation, worn by the kings of arms – senior officers who regulate heraldry (coats of arms) in the UK and participate in major ceremonial occasions.
Crown brands in business
- The Danish royal warrant entitles an organisation to display “an image of the crown along with the company’s name on signs”.
- Of course, while some brands have an official royal endorsement, most organisations with a crown name or logo do not have a direct association with monarchy.
- Sometimes the crown brand name is used for its cultural associations – see the many British pubs called “The Crown”.
- Among the companies using a crown name are Couronne (Korean handbags), Crown Bank (USA), Crown Class (Royal Jordanian Airways), Royal Crown Derby (English porcelain), Crowne Plaza Hotels (UK), Crown Royal (Canadian Whiskey), Crown Worldwide Distribution Group (Hong Kong) and Krone (South African sparkling wine).