Meghan Markle's true feelings on her new website's name have been leaked by a source.
The Duchess of Sussex believes the name of her new lifestyle brand, American Riviera Orchard, is "perfect".
A PR expert claimed the 42-year-old did not include her name due to her plunging popularity in the US.
Meghan launched American Riviera Orchard in a glitzy social media video last week.
Meghan launched her new lifestyle brand last week
Getty
The new brand is set to coincide with a new Netflix cooking show featuring the duchess.
Some royal watchers branded the name "pretentious" and a "word salad".
Former Dragons Den star Duncan Bannatyne dismissed the name as "nonsensical".
An insider has said the name feels "authentic" to Meghan.
Meghan Markle believes the brand name is 'perfect', according to sources
Reuters
The source told People: "Meghan finds the name American Riviera Orchard perfect.
"It feels authentic to her. She can't wait for the website to launch."
Sean O'Meara, the founder of the Essential Content PR business, has predicted that Meghan did not include her own name in the branding due to her declining popularity in America.
A survey published in February by Newsweek found Meghan was liked by 31 per cent and disliked by 30 per cent, giving her a net approval rating of plus one.
Meghan Markle 'can't wait for the website to launch', according to a source
PA
This was a major drop compared with December, when she was on positive 15.
O'Meara said: "Meghan and Harry's collective and individual approaches to 'personal branding' have been gradually shifting ever since the backlash to their Netflix documentary.
"They've each been less enthusiastic about associating their names and images with the projects they're working on.
"Last summer, PR advisors were speculating that this might be on the advice of their own team, who seemed to have been urging them to step back from the limelight.
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Meghan's popularity has begun to plummet in America
Reuters
"So with that in mind, Meghan launching a lifestyle brand that doesn't feature her name or image seems in line with the recent approach."
The expert also told The Daily Mail: "I think this 'private label' approach is a way to limit the amount of exposure Meghan gets while allowing the brand to form its own personality. Think of Gwyneth Paltrow's 'Goop' for a similar approach.
"When needed, Gwyneth can promote the brand with the weight of her celebrity, but the brand isn't inextricably tied to her.
"Often, taking steps to keep a founder separate from the brand they launch is done with one eye on an exit strategy. It's easier to sell a brand when it doesn't rely on a single persona for market presence."