P&G will not forget to point out "Rejoice - a high-quality product of P&G" when using its brand. The endorsement brand is attached to the product and runs through the entire company brand and project brand. The management of the endorsement brand is implemented in each link of the value chain to ensure that the development project can become a distinctive feature of the company that distinguishes it from other brands.

Why does P&G use endorsed brands but L’Oréal does not. In fact, upon careful analysis, we can see that not all P&G brands use brand endorsement. In the field of beauty and cosmetics, SK-Ⅱ and Olay are also P&G products, but they do not use endorsed brands. It is because P&G has become a representative of mass consumer goods in people's minds. It appears in large quantities in the fields of washing and hygiene products. If it is used in high-end cosmetics, it is likely to affect the value of these products. Another example is "Pringles" potato chips, which are also products of Procter & Gamble. It will not use the "P&G" endorsement trademark here, because this will make consumers think of well-known products such as shampoo and washing powder when buying potato chips. Procter & Gamble products, and this is likely to affect its image among the public. L'Oreal too. L'Oréal Paris can only be considered a mid-range brand in the field of cosmetics. It is obviously inappropriate for it to be endorsed on high-end products such as Lanc?me. Therefore, in this case, the merchants adopt the strategy of downplaying the overall brand and let these High-end brands establish their own image and create their own territory with a superior and good image. Through such a strategy, the overall competitive strength has been improved and different levels of consumer groups have been catered for.