Royal titles and personal branding: Harry and Meghan face new challenge after court ruling
Royal Titles: Brand Assets or Symbolic Burden?
Since stepping back as senior members of the British royal family in 2020, Prince Harry and Meghan have retained their titles of “The Duke and Duchess of Sussex.” However, they have agreed not to use the honorific “His/Her Royal Highness” (HRH) in official or commercial engagements. However, the title “Sussex” remains a pillar of their personal brand, appearing in projects such as a Netflix documentary series, a partnership with Spotify, and Harry’s best-selling memoir “Spare.”
The use of royal titles in commercial activities has sparked controversy, with many experts arguing that it could create confusion about their true role in the royal family and blur the line between royal duties and personal interests.
Security Verdict: Impact on Image and Brand
On 2 May 2025, the UK Court of Appeal dismissed Prince Harry’s appeal against his request to have his full-time security protection restored while he was in the UK. The ruling confirmed that the 2020 decision by the Royal and Public Figures Protection Executive (Ravec) was lawful and reasonable. formation, after stepping down as senior members and moving abroad, Harry and Meghan were no longer eligible for state-funded security protection.
The ruling not only affects his personal interests but also raises questions about Harry’s true status in the current Royal Family. It also highlights the connection between titles, roles and the privileges that come with them, such as security.
The future of the ‘Sussex’ brand: Keep it or let it go?
Faced with current pressures, the Sussex family is facing an important crossroads: Continue to stick with the royal title in their personal brand identity or choose a new direction, completely separate from the royal title.
Retaining their royal titles can maintain high visibility, but also expose them to controversy and prejudice. Meanwhile, dropping their royal titles can help them build a new image, more in line with their values and future strategy – but with significant challenges in terms of branding and communications.
The court ruling is a wake-up call for the Sussexes – not just in terms of the legal issues, but also in terms of how they position themselves in the public eye. When they no longer have an official role in the Royal Family, continuing to use their titles can lead to image conflicts and public misunderstandings. The Sussexes need to make a clear decision about whether to keep or abandon their royal titles if they want to build a personal brand that is sustainable, independent and consistent with what they stand for.
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