The endorser brand model is identified by several key characteristics. First and foremost, the parent company’s name is well-known and guarantees quality. That said, each product carries its own name coupled with a single positioning.
To make a finer point, each new product is a new brand with a unique stand-alone look and identity yet works in concert with the other brands. Most importantly, each brand has an inextricable tie back to the parent company name that, unlike the house of brands model, is largely front and center in the consumer’s mind.