This paper focuses on the strategic issue of brand endorsement in a strategic brand management context. After a theoretical review, a brand endorsement framework is presented, reflecting a more dynamic outlook on brand endorsement strategies. In addition brand endorsement is discussed in relation to both leader brands and partner brands. Empirical examples highlight the theoretical ideas in the paper.

As the market matures and brand strategies become more complex and abstract to manage, brand managers must search for more cost effective solutions for their marketing problems in every respect and dimension of brand management. In the new situation, many companies have focused on brand endorsement as a potential strategy option for the future. The reason for this is simple, the attractiveness of an endorsement strategy is that it both conserves and innovates at the same time. The aim of the paper is to further explore the logic of brand endorsement in brand theory and practice.

In this paper the focus will be on brand endorsement and it will try to further contextualize this brand strategy in a universe of brand architecture strategies. First, an attempt will be made to position brand endorsements in relation to other strategy options among brand architecture strategies. Second, a theoretical overview of brand endorsements will be provided, third, a new model: the brand endorsement framework will be presented. Finally the implications of this paper for future research, will be discussed and developed.

Brand Management Journal, Brand Endorsement, Brand Management, Brand Architecture, House of Brands , Master Brand, Corporate Brand Leverage, Corporate Social Responsibility, CSR, Corporate Ability, CA, Brand Life Cycle , Unobtrusive Endorsement.