Queen Elizabeth II was not just a monarch, she represented a global brand. And for the past seven decades, this brand has to some extent defined and promoted the British nation around the world.

Brands are important corporate (or in this case national) assets that can burnish a company’s profile and meaningfully differentiate it from other businesses. And while royal court officials and family members may not describe it as such, scrutinising the British monarchy through a branding lens can add meaningful perspective to why it has endured and remains meaningful and important to so many people.

The British monarchy consists of various strands of branding: the institution (the crown), the Commonwealth realms (including Australia and Canada, among others), the royal family and its individual members. Queen Elizabeth has arguably brought all of these strands into one global package that is like a corporate brand in a number of ways.

First, the symbols of monarchy: the crown, the royal cypher (or the monogram of the reigning royal, which for Queen Elizabeth II was EIIR for Elizabeth II Regina) and royal coat of arms are powerful brand symbols that are akin to trademarks. In fact, the monarchy even lends out its brand prestige to endorse other company brands by granting Royal Warrants of Appointment.

At present, some 800 entities – from fishmongers to well-known products such as Heinz ketchup – have the right to mark their products with the Royal Arms and ‘By appointment to Her Majesty the Queen’ (now His Majesty the King, of course), which implies a product is fit for a monarch. Other organisations are granted the use of the royal prefix such as the Royal Opera House in London. For permission to use ‘Royal’ in a name, organisations must apply to the Cabinet Office in England and Northern Ireland, or the Government in Wales and Scotland.