Dubai As thousands gear up to celebrate Queen Elizabeth II's Diamond Jubilee this weekend, the monarchy brand has been valued at a massive £44 billion (Dh253.4 billion).
According to a study by Brand Finance, the tangible asset value of the monarchy stands at £18 billion, providing a massive boost to the UK's ailing economy.
The study also says the monarchy's intangible assets — the value of the uplift to the economy attributable to the institution — are worth £26 billion.
"The monarchy is one of the most valuable of all British brands," said David Haigh, CEO of Brand Finance.
"Whatever one thinks about the constitutional principle, there seems little doubt the monarchy adds significant annual earnings and long term economic value to the UK," he added.
Brand Finance said the Queen's Diamond Jubilee celebrations would provide an estimated £924 million uplift to the UK's leisure, tourism and accommodation industries, offsetting costs of around £1.2 billion from the extra Bank Holiday.
