Harry, England and St. George: Ambivalent Brand Actors on a National Stage

There is a growing interest being shown in the study of historical records in order to inform our understanding of key themes in business and management. Narratives, in particular appear to hold promise in terms of understanding some of the realities of nation branding, as it has long been known that it is these that been fashioned into what is presented as national identities. In this study we follow the way in which the legend of St George has been adapted, elaborated and executed by successive generations of power brokers in England, in order to achieve political, commercial and cultural objectives. We find that in the person of a national emblem like St George, there are numerous opportunities for classic brand management, chances which were identified and exploited by the actors of the time.