The future of the Duke and Duchess of Sussex’s Sussex Royal brand is in doubt after Queen Elizabeth banned Harry and Meghan from using the title `Prince and Princess`, and announced they would not
With their announcement to leave the royal family, the couple has accepted to trade their royal status for `complete and absolute` freedom, and are not subject to any financial constraints from Buckingham Palace in the future.
Harry and Meghan attended an event in London last October.
Queen Elizabeth II’s tough move is certainly something the two do not want, because they have long hoped to be able to both run their own business projects and participate in royal work in an unofficial role.
Harry said on January 19 that the couple felt they had `no choice` but to step aside.
Sussex Royal is Harry and Meghan’s primary brand identity across social media, including their new website, Instagram account and future charity.
Whether they can continue to use this brand or not is one of many unanswered questions.
`They have to fight for it. Who else could they be? Harry and Meghan Windsor?`, commented Mark Borkowski, a leading public relations expert.
Changing the brand would be `very expensive and extremely complicated,` he said.
Keeping the Sussex Royal brand may cause Harry and Meghan to be criticized, but giving it up cannot help them escape scrutiny.
According to David Haigh, managing director of brand valuation consultancy Brand Finance, one solution for Harry and Meghan is for them to only use the Sussex Royal brand in charitable activities.
`I think they have been advised by many people to do so. They should have other brands for their commercial activities and this will help the couple convey the message that they are not trying to find ways to cash in on their royal heritage.`
To date, it remains unclear exactly what titles Harry and Meghan will take on once they step back from royal duties.
Following the announcement from the Queen about the agreement with the couple, sources claim that their official titles will change to Harry, Duke of Sussex, and Meghan, Duchess of Sussex.
Harry – Meghan has applied to register `Sussex Royal` as a global trademark for a series of items and services such as clothing, stationery or the activities of `psychological support groups`.
The couple’s advisers applied to register the `Sussex Royal` trademark with the UK Intellectual Property Office last June and ownership was transferred to them in December.
Haigh said using the word `royal` in British brands is extremely difficult because it is a closely monitored and protected word.
`The problem only arises when it becomes famous and everyone knows about it,` Haigh said.
Besides, protecting the Sussex Royal brand in the global market is also `extremely hard` work, Haigh assessed.
`If they don’t think this through thoroughly, they will face countless big challenges ahead,` Borkowski said.
Vu Hoang (According to Guardian)