Re-branding

Re-Branding
During the First World War, the British royal family, an offshoot of the German royal house of Hanover, was still known by the distinctly Teutonic name of Saxe-Coburg Gotha. What's more, Kaiser Wilhelm II of Germany was George V's first cousin-and these close family ties irked the British public. George V feared that the British royal brand would be tarnished by the wave of anti-German sentiment sweeping the country so, in 1917, he shed the family surname in favour of the more British-sounding Windsor.After this rebrand, he decided to break with tradition once again and allow his children to marry into British commoner ( or non-royal) families to bolster the new House of Windsor's British credentials.