MONARCHY AS A CORPORATE BRAND

Belgrade, 5 September 2006 – HRH Crown Prince Alexander II attended today a lecture “Monarchy as a Corporate Brand” by Swedish Professor Mats Urde at the Megatrend University.

Professor Urde is assistant Professor at Lund University, Sweden where he specializes in strategic brand management. He is also brand strategy advisor for leading International Companies and Nonprofit Organizations.

The lecture “Monarchy as a Corporate Brand” by this remarkable Professor attracted great attention from foreign and domestic public. In the past HM King Gustav of Sweden and HM King Juan Carlos of Spain attended this interesting lecture.

In his lecture, Professor Urde was making comparative analyzes between Monarchies with modern European Societies and European Companies, making a parallel between principals of brand structure in business politics and marketing from one side and Monarchy as a National and Constitutional brand on the other side. The lecture was illustrated with number of examples of successful usage of the Institution of Monarchy in legal, national, state and economy interest of Monarchy countries, with a special retrospective of Sweden and other Scandinavian Monarchies.

HRH Crown Prince Alexander II found the lecture of Professor Mats Urde very interesting and objective: “Today we witnessed that Serbia can very much benefit from being a Constitutional Parliamentary Monarchy. Professor Urde has shown us a new perspective of The Crown and we should be thankful for that” stated HRH Crown Prince Alexander II and emphasized that Megatrend University a lot effort in bringing Professor Urde to Belgrade.

The lecture was also attended by Mr. Dragomir Acovic, Mr. Dusan Babac members of The Privy Council, Prof. Dragoljub Kavran and Prof Dr. Miroslav Gasic, members of The Crown Council, Mr. Vladan Zivulovic and Mr. Ceda Antic, members of The Advisory Bodies of The Crown.