The royal wedding was a great way for 'The Firm' to brand themselves, it has been claimed.

Research by JWT London found that 80 per cent of people polled think that Prince William and Kate Middleton's nuptials will have a positive impact on how they view the royal family, while 67 per cent of respondents said the country still needs a monarchy.

It also found that almost half (47 per cent) are planning to support the wedding by watching it or throwing their own celebration, while 16 per cent have bought a promotional gift related to the big day.

The most popular items of merchandise proved to be china items such as promotional mugs, stamps and commemorative coins, as well as doll versions of the happy couple.

It is fair to say that the plethora of promotional items related to the royal wedding has helped in the monarchy's 'rebranding exercise', making them seem more accessible and allowing people to play their own part in the occasion.

The extra day's bank holiday is also likely to have endeared Wills and Kate to many people.

1 Royal Family 3.0: Wedding Launches New Era for the Royals?, April 21st 2011

Posted by Cheryl Jackson-Leafield