Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. With the help of a celebrity or public figure you can: • Enhance brand awareness within a short period of time • Shift consumer attitudes about your goods or services • Add a fresh perspective to your brand • Improve brand management • Give your brand a major competitive edge Partnerships help build brand identity. As you can see, every type of brand architecture has its advantages and disadvantages. You specify the master brand (the grandparent) and move downwards by drawing its relations with other brands and their interpersonal relations as well. Product endorsements help your brand be able to stand out. The Advantages and Disadvantages of Using Each Brand Architecture; What Is Brand Strategy? 1. They are called “endorsed brands” because the parent brand endorses the products with its reputation. For brands with large portfolios built on a key innovation or set of innovations, an endorser brand architecture can be a good alternative to a. Advantages of Product Endorsement. Endorsement limits a business’s reputation risk and offers more positioning alternatives than a house of brands approach, for example. Marketing dollars will be spread over distinct product brands and the endorsing brand, as opposed to focusing all of marketing spending on a masterbrand. The endorsing parent brand plays a supportive and linking role, and, in many respects, an endorser brand architecture can be seen as an inversion of a sub-brand brand architecture. The advantage of using fewer brands or a singular brand is marketing efficiency in brand building and customer communication. For example, Apple is the parent company but relies on an name. Electronics & technology. Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Advantages of Brand Architecture. What is an endorsed brand? Strengths: An endorser brand can work as assurance of quality for the product brand, it can increase consumer’s perception and confidence; Marketing activities advertise both … The brand architecture ensures the smooth running of an organization. Energy. There are numerous examples of this strategy: Think Courtyard By Marriott, Polo by Ralph Lauren, Microsoft Windows, and the like. Power – The cult of celebrity is a cultural phenomenon dating back millennia. Below, we differentiate between the two methods and explore the brand strategies of some of the biggest brands. Umbrella branding or corporate brandingis a strategy of marketing all a company’s products together. Endorsed brands: Individual product brands, linked together by an endorsing parent-brand. The phrase “brand architecture strategy” is industry-speak for something that most of us, as consumers, experience every day: how a company’s logos and brands work together, and how consumers will understand and interact with the brands. Product managers, marketers and internal leadership often favour having the freedom to create distinctive brand strategy, name, logo, design, creative campaigns and messages. Brand marketing which promotes the endorsing parent brand provides a boost to each product brand. Nabisco is a well-known example of an endorser brand architecture. An endorser brand is a valuable brand architecture if the endorsement will increase buyer confidence in product brands. Again considering Nabisco, Nabisco built its brand on packaging innovation which allowed it to deliver on the promise of freshness and has used the Nabisco endorsing parent brand as an assurance of freshness of its cookie and cracker brands to its customers. If a product/service goes through a crisis, the whole brand may suffer – any negativity associated with a service/product is attributed to the brand and all its other products/services – everything that occurs is attributed to the brand. Any endorser brand assurance needs to be framed in a way that is meaningful to customers. An endorser brand architecture allows a high degree of brand marketing freedom for each product brand. The Advantages and Disadvantages of Using Each Brand Architecture. In the previous article, we discussed various brand architecture types. With every new endorsed brand comes creative, legal, and time-to-market costs. The product brands and the endorsing brands will each have their own brand attributes, including a name, logo, brand promise, position and personality. Although the product brands have their own identities, there is a clear connection between them and the parent brand. It is common for the consumers to not be aware of the parent brand. You can target many different customers because the sub-brands have different names, logos, different promises, positions and personality traits – you can address conflicting audiences. Brand architecture strategy consisting of the creation of sub-brands with their own identity for certain business units under a parent brand, which are grouped together adding prestige and credibility. The fact that every brand needs its own strategy, identity and marketing activities is a financial disadvantage. and How to Choose Your Brand Architecture) and the primary brand architecture types (sub-brand, masterbrand and freestanding brand architecture). 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