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
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
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.