Expressen's royal expert Karin Lennmor at her chronicle today:
Victoria is stronger than Zlatan - isn't she?
Who is the biggest - Victoria or Zlatan? Who really contributes most to Sweden?
Is the royal family, with Crown Princess Victoria and Prince Daniel in the lead, as valuable as swedish brands like Ikea, Absolut Vodka and Volvo?
The royal house makes huge benefit for Sweden, no matter what you think about the monarchy, whether you are a republican or royalist.
I have traveled a lot with the king and the queen and know how important they are for Sweden, especially abroad. Our royal house works as a tool for marketing Sweden.
The secret of monarchy's super value is that there aren't so many countries with kings and queens. There are many in the world, heads of state and business leaders who also want to sunbathe in that shine. The royals give a little extra flow!
It may be hard to compare people like Silvia or Victoria with famous brands such as Ikea or H & M.
- Instead, I think that you should equal them with Zlatan, says brand expert Anna Klingspor.
Zlatan got about SEK 15 million for a Volvo commercial. The king drives also a Volvo, he doesn't get any money for it but hopefully gives good PR for the car both at home and abroad. Important for Swedish business.
It is important to take care of its brand. The Bernadottes have succeeded over the years ... so-so, but still okay.
- Victoria and Daniel are good examples, they have really succeeded, they are doing a brilliant job for Sweden, says Anna Klingspor.
How do you take care of your brand?
- By being "clean and tidy", by being visible, knowing what you are doing and being well prepared, says Klingspor.
It is difficult to evaluate the royal family's work in money, but a good example is Crown Princess Victoria's wedding.
The city of Stockholm got a billion SEK in extra income that weekend when tens of thousands of tourists came to spend money on hotels, restaurants and commerce.
There is a republican idea of privatizing the royal house - sell out the king, queen, Victoria and Daniel ...
Doesn't it sound strange? I want our royal house to spread both shine and a lot of PR for Sweden. And I think they are generally doing it well.
Extra golden star to Victoria and Daniel. You're as strong, if not stronger than Zlatan!
There is a poll in the end of the article:
Who does the most for Sweden?
Zlatan, he's an icon.
Crown Princess Victoria, she is a good role model.
No big difference, I think both do as much for Sweden.
Karin Lennmor_ Victoria är starkare än Zlatan – eller hur_ _ Karin Lennmor _ Expressen
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