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...