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.