Brand endorsement is a brand marketing strategy. In order to enhance the strength of its commitment in the market, the brand usually borrows the reputation of a third party, and then the third party expressly or implicitly endorses the original product. The brand's consumer commitment is once again confirmed and affirmed. This process is called brand endorsement. For example, Swiss watch brands are synonymous with excellent quality by virtue of the overall reputation and credibility of Swiss brands; brands that advertise on CCTV benefit from CCTV's influence and credibility.

Specific meaning

1. Brand endorsement requires a basis, such as the popularity and reputation of the third party, the authority of the third party, or the third party is the leader of a certain trend. However, they must not break any laws or regulations and make use of whatever is available. Among them, those that are clearly emphasized are called hard endorsement brands, and those that are implicitly implied are called soft endorsement brands.

2. The identity of the third party may be a certain enterprise or institution, media, individual, region, or a country, but the necessary condition is that there must be something to rely on. For example, the companies selected as well-known trademarks are all strong and have guaranteed products, the brands listed on CCTV are all trustworthy, and the wines from France are all good wines.

3. The supporting role of the third party is suitable for the expansion of parent brands or the diffusion of similar products. However, whether the former or the latter, they must obtain the permission of the main brand and work within the unified framework of the main brand. Operate under the rules and do not exceed the rules. The endorsement relationship between the two is a contractual paid lease. This kind of support is bound by economic interests, so the relationship is close. However, sometimes this endorsement relationship is quite loose and does not require the permission of a third party, or even the third party has not. Know that there are no restrictions on third parties, and there is no harm in using them, as in the example of Swiss watches above.