Endorsed Branding Strategy

Definition: An Endorsed Branding Strategy is a type of multi brand portfolio strategy making the corporate brand to authenticate another brand and providing reassurance of its credibility, quality, reliability and other important brand associations to reduce the buyer's risk. In this context, the corporate brand will perform as a subordinate brand and would let the other brand take centre stage. Phrases such as "by the makers of…" or the often-used "brought to you by…" are used to reinforce the endorsement, while the inclusion of the corporate brand on the product packaging visually reinforces it.

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