Endorsed brand
Refers to a sub-brand built to operate independently but with the backing of an umbrella brand. The sub-brand leverages the umbrella brand’s equity and reputation while establishing its own identity and market position. In this type of brand architecture, the umbrella brand is presented subtly as an endorser, offering support and credibility without overshadowing the sub-brand’s unique image and appeal. For example, Courtyard by Marriott is an endorsed brand. It carries its own identity—Courtyard—but is endorsed by the parent brand—Marriott.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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