Brand architecture

Member lesson

Endorsed brands and sub-brands

Lesson 3 of 10 in Brand architecture.

Lesson

Between the two poles sits a spectrum. A strongly endorsed brand carries the parent's name prominently; a weakly endorsed one mentions it in small type on the back. A sub-brand is not independent at all and reads as a version of the parent.

Three packs in a row show a parent star emblem large, then tiny, then altered with a stripe, and in the corner a tired figure polishes a crowned spare part on a pedestal.
Three packs show the parent's emblem big, then tiny on the side, then as a version of itself. In the corner, a part that only needed describing gets a crown and endless polishing.
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  1. Question 1, locked

    Which of these words means this? “How loudly the parent appears. From a small line to equal billing.”

    • Dilution risk
    • Endorsement strength
    • New brand
    • Permission
  2. Question 2, locked

    Which of these words means this? “Not a brand at all, just a description. The cheapest and most under-used option.”

    • Branded house
    • Descriptor
    • House of brands
    • Endorsed brand

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