An analysis of the performance of the term “Great Britain/British” from a brand perspective - 1603 to 1625 By Eric Paterson Hall Submitted to the University of Hertfordshire in partial fulfilment of the requirements of the degree of Doctor of Philosophy, July 2013 1 Acknowledgements I am grateful to Hertfordshire Business School and the Department of Humanities of the University of Hertfordshire for the support they have provided throughout this project. So many colleagues have been supportive in so many ways that it would be invidious to name individuals. However, I must acknowledge two individuals whose input has been outstanding; my supervisors, Dr Ruth Herman of the Business School and Dr Alan Thomson of the Department of Humanities, whose knowledge, wisdom and encouragement have been invaluable. 2 Abstract The dissertation takes the modern business technique/concept of brands and branding, applies them to a historic case study, the creation by James VI and I of Great Britain from 1603 to 1625, and by doing so throws new light on both. It compares two distinct approaches to branding, unidirectional and social interactionist, postulating that the latter would prove better at explaining the success of the brand Great Britain/British. The case study reveals that neither approach is supported by the evidence. Content analysis shows that there was a lack of awareness of the brand Great Britain/British and an inconsistency in its use, hence neither approach can be sustained. However, the same analysis does show that an alternative brand, England/English, existed in the same time and that this brand provides some limited support for the social interactionist view of brands and branding. The lack of success of the brand Great Britain/British during his reign does not appear to have prevented James VI and I from establishing himself as the legitimate King of England in addition to Scotland although the contribution of the brand to this was marginal at best. 3 ss Contents Chapter 1 Introduction Page 8 1.1 Rationale for the research Page 8 1.2 Research Questions Page 8 1.3 The approach taken and its justification Page 8 1.4 The nature of business research Page 9 1.5 Theory Page 10 1.6 Epistemology, Ontology , Strategy Page 11 1.7 Chapter summaries Page 19 Chapter 2 Branding as Social interaction Page 21 2.1. Introduction Page 21 2.2 A “Conventional” View of Brands and Branding Page 21 2.3 Branding as social interaction Page 34 Chapter 3 Great Britain/British as a Brand Page 41 3.1 Introduction Page 41 3.2 Building the early modern state Page 42 3.3 The Age of Union Page 45 3.4 Awareness: The use of Great Britain/British as a brand Page 49 in the twenty-first century 3.5 Power: Examples of Great Britain/British as a brand Page 51 3.6 Semiology Page 55 Chapter 4 Case Study Research Page 61 4.1 Purpose of the Chapter Page 61 4.2 Case Study Research Page 61 4.3 Terminology - including synonyms and symbols Page 63 4.4 Historical Parameters Page 64 4.5 Introduction to the Specific Case Page 66 Chapter 5 The story from the beginning: James VI and I and the Page 68 beginnings of the brand Great Britain/British 5.1 The winning of the position Page 68 5.2 James ascends to the English throne Page 75 5.3 Populist worlds Page 87 Chapter 6 The Documentary Record and the Gentry Page 94 6.1 Introduction Page 94 6.2 Analysis of Royal Proclamations Page 94 6.3 Analysis of Other Proclamations Page 95 6.4 Analysis of Devices Page 108 Chapter 7 Identity and Influencers: The promotional media - The Page 117 Institutions of State, Symbols 7.1 Introduction Page 117 7.2 The Institutions of State Page 118 7.3 Church of England Page 118 7.4 The Courts Page 124 7.5 Symbols - Coins and flags Page 130 4 7.5.1 Coins Page 130 7.5.4 Flags Page 133 Chapter 8 Identity and Influencers: The promotional media - The Page 138 Theatre and Printed Media 8.1 Theatre Page 138 8.2 Press and Printed Media Page 149 Chapter 9 The Introduction of the brand Great Britain & British – Page 164 Success or Failure? 9.1 Introduction Page 164 9.2 Criteria for success Page 164 9.3 Analysis of the case Page 167 9.4 Branding Theories Page 179 9.5 Answers to Research Questions Page 189 9.6 Limitations of the approach Page 189 9.7 Contribution to knowledge Page 190 Bibliography Page 192 Appendix A Select List of Plays and their Playhouses showing number Page 240 of references to British, English and Scottish Appendix B Census of Articles from the British Library’s Collection of Page 247 17th and eighteenth century Newspapers Database 5 List of Figures and Tables Table 2.1 Top Ten Brands by Revenue 2010 Page 22 Table 5.1 Regional Components of British GDP, Page 74 Population & GDP per Capita, 1500-1700 Table 5.2 Minutes - 19 April 1604 House of Commons Page 79 Table 5.3 Minutes - 26 April 1604 House of Commons Page 81 Table 5.4 Urban, Rural-Agricultural and Rural-Non Page 89 Agricultural Populations: Percentage of local population in major categories 1520-1700 Table 6.1 Number of Royal Proclamations in England Page 95 by James I categorised by Adopted Style in the signature block Table 6.2 Analysis of the Spirit/flavour of EEBO Page 100 documents relating to “Lord Mayor” 1604 to 1625 Table 6.3 Analysis of the Spirit/flavour of EEBO Page 101 documents relating to “Privy Council” 1604 to 1625 Table 6.4 Analysis of the Spirit/flavour of EEBO Page 102 documents relating to “Non Royal Proclamations” 1604 to 1625 Table 6.5 Analysis of the Spirit/flavour of EEBO Page 103 documents relating to “Commissioner” 1604 to 1625 Table 6.6 Analysis of the Spirit/flavour of EEBO Page 104 documents relating to “Lieutenant” 1604 to 1625 Table 6.7 Frequency of the use of Great Britain/ British Page 107 and England/English in the Calendar of State Papers of James 6 Table 6.8 Frequency of the use of Great Britain/ British Page 107 and England/English in the Cecil Papers Figure 6.1 Devices Contained in EEBO “Royal Page 109 Proclamation” Documents 1604 to 1625 Table 6.9 Analysis of Devices on Royal Proclamations Page 111 in EEBO 1603 to 1625 Table 6.10 Illiteracy of social groups in the diocese of Page 115 Norwich, 1580-1700 Table 7.1 English Assize Circuits by County 1558- Page 125 1714 Table 8.1 Capacity of Jacobean Playhouses Page 143 Table 8.2 References to British, English and Scottish in Page 145 140 plays Performed between 1603 and 1625 Table 8.3 References to British in 138 plays performed Page 146 between 1603 and 1625 Table 8.4 Plays performed between 1603 and 1625 by Page 147 Playhouse Table 8.5 Annual Press Output 1588 – 1688 Page 151 Table 8.6 Number of References to Britain, England Page 154 and Scotland in Publications between 1604 and 1625 Table 8.7 Analysis of the Spirit/flavour of EEBO Page 157 documents containing the term “pamphlet” 1604 to 1625 Figure 8.1 Number of Records (Documents) referring to Page 160 Britain, British in EEBO Records between 1603 and 1625 Figure 8.2 Number of Hits (References) referring to Page 161 Britain, British in EEBO Records (Documents) between 1603 and 1625 7 Chapter 1 - Introduction 1.1 Rationale for the Research The research stems from a belief that the term Great Britain/British has over a period of three to four hundred years become an iconic brand that is both widespread and powerful but that little analysis has been done of the performance of the term from a brand perspective at the time of its introduction. By applying business techniques relating to brands and branding to the period when the term was introduced insights into theoretical approaches to brands and branding can be developed which, at the same time, provide new perspectives on the history of the period. The research examines approaches to brands and branding with regard to a specific case - the reign, from 1603 to 1625, of James VI (of Scotland) and I (of England) and the use of the term Great Britain/British in his attempt to unite the two kingdoms. It reviews theoretical approaches to branding theory and by analysing contemporary, seventeenth century data in the light of these attempts to establish which approach provides a better explanation for the success, or failure, of the specific term as brand. 1.2 Research Questions In accordance with the rationale above the research addresses the following specific questions:- From a brand perspective was the term Great Britain/British a success in the period 1603 to 1625? What were the factors that contributed to the success or failure of the term? Do branding theories adequately explain the success or failure of the term Great Britain/British in the period 1603 to 1625? 1.3 The approach taken and its justification The application of modern concepts to a historical context raises issues of anachronism and the danger of errors caused by “present centredness” (Ashplant & Wilson, 1988: 273) is acknowledged. However, the research accepts the case for the application of modern concepts made by Sharpe in the introduction and first part of his “Selling the Tudor Monarchy” where he argues, among other things, that present experiences can open questions and perspectives about the past and that historians have failed to explore issues such as spin Sharpe (2009).