Opinion leaders in the palaces

Opinion leaders are people who are particularly admired or who have special qualities that result in their having influence over what some consumers like or buy.

For some segments, the Duchess of Cambridge is an opinion leader for women's fashion, as an example.

In the UK, the display of a Royal Warrant confirms that the households of royal opinion leaders have used the brand for at least five years. Products apply for and may display the Royal Warrant indicating product use by one of three royal households (HM The Queen, HRM The Duke of Edinburgh or HRM The Prince of Wales).

Among the Royal Warrant holders in food and beverage, for example, are BritVic, Renshaw Baking, Johnnie Walker and Selfridges.

When Unilever's Marmite became a Royal Warrant holder just ahead of the Queen's 90th birthday this year, it celebrated by publicising the warrant and toasting the Queen's special birthday. The brand received extra social media attention on this occasion, as 'Love It' fans were glad that Marmite is enjoyed in the palaces.