Endorsements Can Burnish the Brand Halo

Endorsements Can Burnish the Brand Halo

One tactic to enhance the brand is to “borrow” from a brand with higher perceived value through association.

The highest form of association is endorsement, which can be:

• -       Inferred
• -       Implied
• -       Expressed

In “inferred endorsement,” the consumer is left to make the brand association through mere proximity – in other words, your brand is seen in association with an activity or topic about which the consumer is passionate, therefore the consumer should be passionate about your brand as well.

“Implied endorsement” takes this a step further through an official association with the consumer’s passion point – perhaps as an “official sponsor.” In this case, the consumer message is that your brand is special enough to have been “chosen” for this important role.

The most direct pathway is “expressed endorsement,” in which the subject of the consumer’s passion directly endorses your brand. This may be as straightforward as having a leading golfer express love for your brand of golf equipment.

The more direct the pathway, and the less work you make the consumer do in order to transfer their loyalty, the more effective endorsement is.

This migration of brand values can create, reinforce or change brand perceptions.  It also can increase brand relevance.

It may even be worth creating an event so that you can show this endorsement in its best, most authentic light.

Also note that brand clutter isn’t always a bad thing. Depending on your brand’s relative value, its proximity to other leading brands can lend credibility.

Fully integrated into other channels, such programs can be successful at building awareness outside of traditional channels.