Professor Pauline Maclaran wrote a book on the Royal Family and consumer culture and said Prince Harry and Meghan Markle have established a "rebel" brand against the Royal Family which appears to be doing well in America. She explained many consumers enjoy an "underdog" and the Sussexes positioning them against the royal institution allows people to rally behind them and show their support. Professor Maclaran said the Sussexes "know what they are doing" as they seek to carve their own future away from working royal life.

       Speaking to US Weekly, Professor Maclaran joined royal correspondent Molly Mulshine to discuss how Harry and Meghan sought to build their US audience.

       Ms Mulshine asked: "What do you think of Harry and Meghan's relationship to consumer culture since they've left the Royal Family?

       "Because they were looking for financial independence so it's changed a lot."

       Professor Maclaran replied: "Yeah well I mean, they're trying to build their own target markets aren't they around our brand.

       "It remains to be seen how successfully they're going to do that.

       "But I think the one thing that's come out of all this is that they have fairly successfully launched their brand as a kind of rebel royal brand - the underdog narrative that they put across.

       "Which of course is a very well-trodden narrative that succeeds very much for brands in contemporary consumer culture.

       "You know the underdog, everybody likes the underdog and everybody likes to vouch for them.

       "So in setting themselves up in the way they have in the US, I think they're kind of repeating that narrative with the way Harry's blaming the Royals.

       "Well, they're both blaming royals in different ways.

       "There's a sense of a kind of victimhood and that they've had to overcome these challenges.

       "So for them, I think actually it's quite a good story I think it's quite a good way to build their audience in the States."

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       Prince Harry and Meghan set up the company Archewell not long after their departure from the Royal Family which encompasses many different branches and ventures from the Sussexes.

       The company appears divided into different sectors which focus on charity, audio and video.

       The Duke and Duchess of Sussex have also signed deals with Spotify and Netflix to produce content for their platforms but, as of yet, have published very little.

       Prince Harry visited the UK for the unveiling of the Princess Diana statue at Kensington Palace on July 1 and appeared alongside brother Prince William who have had a rough relationship in the past year.

       Prince Harry spared no time returning to the US after the statue as reports say his car was seen driving to Heathrow Airport the day after the ceremony.

       It is perceived he wants to be back with his family and newborn daughter Lilibet.