The Queen crowned the UK’s best brand ambassador

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David Cameron comes last, even behind Boris

 The Queen is the UK’s best global ambassador according to research conducted by specialist marketing recruiter EMR*. Marketing professionals were polled to see who would get their vote for the UK’s best marketing asset with one in three voting for The Queen.

The Monarch’s dramatic entrance during the Olympic opening ceremony, watched by almost 1 billion people worldwide, and the Diamond Jubilee celebrations last year have considerably enhanced her profile.

UK’s Best Brand Ambassadors

% of Vote

The Queen

36%

David Beckham

20%

Kate Middleton

19%

Richard Branson

14%

Prince George

5%

Andy Murray

3%

Simon Cowell

2%

Mo Farah

1%

Boris Johnson

1%

Kate Moss

0.3%

David Cameron

0.3%

 

The two newest royals, the Duchess of Cambridge and her new-born baby Prince George also scored highly coming third and fifth in the list, with Kate claiming nearly a fifth of the vote (19%) compared to the new Prince’s 4.5%.

It is estimated that the Monarchy generates £500 million of revenue each year through foreign tourism[i] underlining the economic value of the Queen and the royal family as brand ambassadors for the UK.

 

Brand it Like Beckham

The second most popular choice among marketers – with a fifth of the vote – is David Beckham. Despite hanging up his boots for good, ‘Brand Beckham’ continues to be one of Britain’s most potent global marketing forces given that his multitude of international sponsorship and endorsement deals are currently valued at £30 million annually.

 

Political Popularity

In line with the latest YouGov opinion results (in which 54% of people said the Prime Minister is doing badly) David Cameron fared worst in the UK brand ambassador poll with less than 1% of the vote. In a final insult, Cameron was beaten by Tory rival and London Mayor Boris Johnson, following the unanimous success of London 2012 and even in spite of his well-publicised gaffes.

Battle of the Businessmen

In a battle of the businessmen, Virgin’s ever popular and brand-savvy Richard Branson came out top with 14% compared to Simon Cowell’s less than impressive 2%.

Simon Bassett, Managing Director of EMR said,

“The Queen acts as an ideal example for many brands looking for longevity, as not only has she maintained the traditions of the Monarchy, but she has also moved with the times – for example her annual Christmas speech was posted on YouTube last year. Her willingness to be such an intrinsic part the opening stunt of the Olympic Games has catapulted her popularity across the globe and justifies her being voted as the UK’s best marketing asset. She’s clearly very well advised, brand-wise.

 

“The fact that David Beckham still ranks so highly despite retiring from professional football, is testament to his marketing power and all round appeal both on and off the field – as an athlete, model, charity trustee and family man. Women want to kiss him, blokes want to have a beer with him – the appeal is universal.

 

“Despite his career in communications before Westminster, David Cameron scored lowest in the poll. While marketing and branding are essential in politics, the results seem to indicate that Brand Cameron has some way to go to improve his image before the next election. I wonder if his wife Sam would have outshone her husband if she was in the poll? No doubt she will be a big part of the election campaign”.

 

Social Media Standings

Looking at social media presence not one of the top three ambassadors ranked by marketers (The Queen, David Beckham and Duchess of Cambridge) has a personal Twitter account.

However, taking Facebook following into account, David Beckham leads by a long way, with over 28 million ‘likes’ on his official Facebook page. The next closest is Simon Cowell with a combined social media presence of nearly nine million, followed by Richard Branson with almost four million

Combined Social Media presence

Ambassador

Followers

The Queen

n/a

David Beckham

28,703,961

Kate Middleton

n/a

Richard Branson

3,900,330

Prince George

n/a

Andy Murray

3,779,817

Simon Cowell

8,928,163

Mo Farah

1,163,495

Boris Johnson

1,002,126

Kate Moss

749,535

David Cameron

598,169

NB: Social Media figures only include official Facebook pages and Twitter accounts to which the ambassadors personally post updates or tweet. 

 

Simon Bassett continues,

“Not one of the top three voted ambassadors engages with twitter in a personal capacity which seems not to have dented their overall ‘brand’ appeal. However, it doesn’t mean that they are always able to steer clear of any negative comments or publicity; it’s just that it appears not to damage their international reputation or standing.  

 

“However, as is evident by the mass appeal of David Beckham’s Facebook page, social media plays a vital role in 21st century branding, and can be an extremely effective tool for maintaining a global presence”.  

 

-ENDS-


[i] Brand Finance’s Jubilee Report 2012

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