Chapter 4 New Royal London: Re-branding London, Re-staging Monarchy1
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For time immemorial British royalty and London heave meant to many people all over the world an inseparable unity. The fabric of this historic synthesis, however, changed over the centuries. In the past 20 years, a newly formed bond emerged that became particularly obvious during the Diamond Jubilee celebrations of Queen Elizabeth ii and the Olympic Games in 2012. The essay analyses the visible aspects of a democratised royalty in contemporary London within the theoretical framework of ‘corporate branding’ strategies behind the events. Being aware of the fact that this is a rather limited image of the British capital, which faces different vital challenges, the author nevertheless holds the opinion that the re-branding highlights the cultural role of a re-staged British monarchy in a ‘New Royal London.’