Hey, it’s Al Bergeron, Chief Creative Officer of bergeroncreative.com, and this is The Brand Whisperer Briefing, where I provide practical brand strategies that will grow your corporate or personal brands. Giving you greater influence in today’s technology driven society.

On this week’s episode I’m going to discuss endorsed brand architecture. An endorsed brand features a parent brand and sub-brands, that benefit from their association with the parent. An example would include Marriott and its various sub-brands across the price spectrum, from the Ritz Carlton to Fairfield Inn.

The sub-brands within an endorsed brand all have a unique market presence. The relationships between the sub-brands within an endorsed brand is often mutually beneficial, each benefitting from the strength of the other.

With this type of approach, the marketing and advertising budgets are higher, since each brand has its own unique brand blueprint. A problem with the parent or one of the sub-brands can wind up being a problem for the entire brand.

So, your homework for this week is to answer this question: Do I have different divisions, products or services that would benefit from the endorsement of my parent brand?

That’s it for this week. Have a great week! On the next episode of The Brand Whisperer I will discuss hybrid brand architecture.