Wills-Kat wedding ‘a chance to re-brand royal family business’

Last Updated: Apr 03, 2011, 21:00 PM IST

Washington: The upcoming wedding of Prince William and Kate Middleton is a chance to re-brand the British royal family business, according to an expert.

CBS News Royal Contributor Victoria Arbiter told co-anchor Rebecca Jarvis on ‘The Early Show on Saturday Morning’ that "while there``s still lots to do between now and April 29, the long-term expectations on this couple are enormous, with many people speculating they may be solely responsible for the future of the monarchy."

"It seems sort of sweeping to say the rebirth of the monarchy when you think they have been around for 1,000 years. But it``s definitely a rebranding,” she said.

"If you think about them, they are a family, yes, but ultimately, they``re a business. So this is definitely a step in a positive direction for the future," she added.

Part of image makeover involved Queen Elizabeth and her husband Prince Philip visiting William at the base in Wales he flies out of in his role as rescue helicopter pilot, during which the royals were, in the view of many, surprisingly affectionate in public.

On Thursday, William admitted to reporters that he`s got pre-wedding jitters.

“The royals are definitely getting along. And to be honest, they`ve always gotten along. It`s just (that) the media love to highlight all the scandals and all the bad things that happen within the royal family,” said Arbiter.

"But, I definitely think we`re going to see a united royal family, and it will be wonderful to have them up on the balcony ... at Buckingham Palace on the day, all together," she added.

ANI