A seal of approval - has the Royal Warrant lost its magic?

Does the fact that Prince Charles buys a shirt from a particular brand influence your choice as a consumer? Are you more likely to make a buying decision based on the opinions of customers on Amazon rather than rely on the taste and preference of the Queen? Would you be more likely to buys something endorsed by Queen Cheryl Cole or Prince Simon Cowell?

It seems that fewer UK consumers are influenced by the presence of the Royal Warrant on the packaging of a range of products. A survey by brand agency Coley Porter Bell revealed 42% of people polled felt the Royal Warrant, an acknowledgement to companies supplying goods or services to the royal family, were unimportant.

According to the Royal Warrant Holders Association:

“Royal Warrants are a mark of recognition to individuals or companies who have supplied goods or services for at least five years to HM The Queen, HRH The Duke of Edinburgh or HRH The Prince of Wales. Warrants have always been regarded as demonstrating excellence and quality, and are highly prized.”

This Reuters video highlights the results of the survey: