As a discipline, branding seeks to simplify the meaning of organizations, and recognized branding is a tactic that may accomplish this.
Flexible organizational structures are necessary to maintain simplicity as organizations change and their portfolios of brands expand. This is the role that brand architecture plays when many tactics are present.
To properly grasp the environment in which an authorized brand exists, let’s begin with a brief discussion of brand architecture.
An organizational brand strategy known as brand architecture is used to organize a portfolio of goods, services, entities, or sub-brands.
Whether or whether these sub-brands are divided into separate entities, the brand architecture makes a clear distinction between basic product names and segmented market targeting, positioning, and message.
What is an Endorsed Brand
A brand architecture structure called endorsed branding consists of clearly distinct product or service brands that are positioned apart from their parent brand (also known as an endorser brand).
Despite the evident differences between these sub-brands, they all continue to be associated with the parent brand of the endorser via visual cues (i.e. the parent brand mark).
This architectural approach benefits from autonomous positioning, visual identity, personality, and message while using the parent brand’s reputation and brand value.
In other words, an endorsed brand benefits from both worlds.
What Is An Endorsed Brand Identity?
An Endorsed brand’s visual brand identity is known as its endorsed brand identity.
Without restricting any of the visual identity aspects, the brand identity style and look are often noticeably unique from those of its parent brand and include:
Identity / Brand Mark
The color scheme of the image
Illustrations and graphics
The mention of the endorser brand (or parent brand) on the logo is the sole element of a portfolio of endorsed brands that is visually consistent.
Why Use an Endorsed Brand Strategy?
There are methods for navigating various issues. There are brand strategies to deal with various branding issues.
Businesses having a variety of brands in their portfolios must select how to organize those brands for internal organization and external communication.
The approved model falls somewhere in the middle of all brand architecture strategies, which might range from dependency to independence in nature.
Disadvantages and Benefits of Endorsed Brands
Let’s examine the advantages and disadvantages of the endorsed brand approach in more detail to better understand why a parent brand might decide to become an endorser brand.
Benefits of Endorsed Brand Design
Brands with endorsements resemble trust fund children. They now have an advantage in the world and may enjoy their freedom.
The following are a few of the main benefits:
They make use of the parent Brand’s reputation and brand value.
They don’t have to start from scratch to build brand recognition.
Growing sister’s reputation and success have repercussions.
More protection provided by a reputable parent brand
In collaboration with the parent brand, improved marketing efficiency and lower costs were achieved.
Disadvantages of endorsed Brand
While approved products do have a clear benefit, there are hazards to be aware of that other brands don’t.
Both the parent brand and sibling brands have an impact on the reputation of their brand.
Even if the endorsed brand is independent, it still has to adhere to the parent brand’s values and principles.
Delayed market reactions might result from a convoluted line of command.
Examples of Endorsed Brands
They are more prevalent than you may think, even though most consumers probably couldn’t distinguish between an endorsed brand and one that was entirely independent.
Nestlé Brand Design
One of the most recognizable endorsed brands in the world is Nestlé.
In actuality, Nestle is a House Of Brands brand as well as an endorser.
In addition to endorsing many of their brands, they also have a portfolio of products that are giants in their own right, such as Nescafe, Nespresso, San Pellegrino, Cheerios, Chef, and Nestea Perrier.
The best illustration of how to implement the endorsed brand strategy is Nestle.
The parent brand is the market leader with a strong reputation and brand equity, and each of its sponsored brands has become a major player on their own in their respective markets.
The following Nestle-endorsed products: Milo Smarties KitKat Nesquick Pure Life Water Coffee-Mate
Final Words on Endorsed Brands
There are several organizational structures available to you when you enter the field of brand architecture.
Such judgments are taken after carefully weighing the advantages and disadvantages of leveraging the parent brand of the endorser, as well as the market environment in which any endorsed brand may function.
When used effectively, it may swiftly develop a brand by using the equity and reputation built by its endorser.