Continuum of endorsement

Two extremes can be identified in corporate branding strategy: the Branded House, in which all activities carry the corporate brand, and the House of Brands, in which the business units carry their own brand(s).

Continuum of endorsement

Philip Kitchen & Don Schulz

Two extremes can be identified in corporate branding strategy: the Branded House, in which all activities carry the corporate brand, and the House of Brands, in which the business units carry their own brand(s). Between these two extremes there is a Continuum of Endorsement from high corporate visibility, to very low corporate visibility.

This continuum can be divided into four categories: (1) no corporate endorsement, (2) weak endorsement, (3) medium endorsement, and (4) strong corporate endorsement.

In the House of Brands model, branding and communication decisions are completely free on...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands