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Not every brand needs to be in the spotlight. Sometimes, the art lies in keeping the parent brand subtly in the background. The right degree of endorsement – the visible or perceived support of a parent brand for a sub-brand or product line – is often a strategic choice. But when do you opt for a subtle reference to the parent brand, and when does it make sense to offer more explicit support?
A sub-brand can receive varying levels of endorsement, from a clear sender such as Apple Watch, to a more independent brand like Magnum, where parent company Unilever is barely visible.
<img loading="lazy" decoding="async" class="aligncenter wp-image-4862 size-medium" src="https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Magnum-300x300.png" alt="Remarkable-Europe_Magnum." width="300" height="300" srcset="https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Magnum-300x300.png 300w, https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Magnum-150x150.png 150w, https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Magnum.png 754w" sizes="auto, (max-width: 300px) 100vw, 300px" />
&nbsp;

Every brand or product sits somewhere on the spectrum between a master brand and a standalone brand. Endorsed brands sit right in between. Strictly speaking, we can distinguish between two types:
<ul>
<li>Eendorser brands: where the parent brand influences and steers the sub-brand on a strategic level (think Nescafé by Nestlé).</li>
<li>Endorsed brands: where the parent brand acts more as a quality label or silent backer, such as Aveve by <a href="https://remarkable.eu/en/case/new-horizons-for-arvesta/">Arvesta</a> or Opium by Yves Saint Laurent.</li>
</ul>
&nbsp;
<img loading="lazy" decoding="async" class="aligncenter wp-image-4863 size-full" src="https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Aveve.png.jpg" alt="Remarkable-Europe_Aveve" width="605" height="340" srcset="https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Aveve.png.jpg 605w, https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Aveve.png-300x169.jpg 300w" sizes="auto, (max-width: 605px) 100vw, 605px" />
Endorsement can be subtle or explicit: through naming, design, positioning or visual association. The right degree is no coincidence but depends on brand strategy, target audience and positioning.

From strong to light: the endorsement spectrum

In group structures, where a company manages multiple sub-brands or business units, the reflex is often to bring everything under the parent brand. Yet that’s not always the best idea.
At <a href="https://remarkable.eu/en/case/milcobel-an-icon-in-the-dairy-industry/">Milcobel</a>, for example, the decision was made not to visibly link consumer-facing dairy brands (such as Brugge Kaas) to the parent company. The only reference to Milcobel appears on the back of the packaging. Why? Because Milcobel is known as a cooperative dairy processor with an industrial and B2B reputation. For consumers, that link is either irrelevant or even confusing. A visible endorsement could reduce the emotional impact of the sub-brands rather than add value.
<img loading="lazy" decoding="async" class="aligncenter wp-image-4864 size-full" src="https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Brugge-Kaas_Endorsement.png.jpg" alt=" Remarkable-Europe_Brugge-Kaas_Endorsemen" width="919" height="875" srcset="https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Brugge-Kaas_Endorsement.png.jpg 919w, https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Brugge-Kaas_Endorsement.png-300x286.jpg 300w, https://admin.remarkable.eu/content/uploads/2025/06/Remarkable-Europe_Brugge-Kaas_Endorsement.png-768x731.jpg 768w" sizes="auto, (max-width: 919px) 100vw, 919px" />
At the same time, the sender role of the parent brand is strategically valuable in other contexts. For retailers, suppliers, or potential employees, the umbrella brand can signal trust and scale. Especially when there&#8217;s a strong corporate story behind it, activating the parent brand can pay off – for instance, in stakeholder relations or employer branding.

Endorsement in group structures

Thierry Cattoir

Endorsement also plays a role in the relationship between a brand and its product lines. For Aqualex, known for its design and water systems, we developed a sub-segment of outdoor taps under the name Alasq. The name sounds like a standalone entity but subtly carries the Aqualex DNA.
How? By integrating the distinctive &#8216;Q&#8217; and applying the exact same typography as the main logo. There&#8217;s no explicit ‘by Aqualex’, but instead a visual harmony that builds trust without boxing the product into a narrow brand identity. Communication runs through the Aqualex website, but ALASQ is positioned as a separate brand.
<img loading="lazy" decoding="async" class="aligncenter wp-image-4865 size-full" src="https://admin.remarkable.eu/content/uploads/2025/06/AQUALEX_name-construction.png" alt="Remarkable Europe_AQUALEX_name-construction" width="3000" height="1688" srcset="https://admin.remarkable.eu/content/uploads/2025/06/AQUALEX_name-construction.png 3000w, https://admin.remarkable.eu/content/uploads/2025/06/AQUALEX_name-construction-300x169.png 300w, https://admin.remarkable.eu/content/uploads/2025/06/AQUALEX_name-construction-1024x576.png 1024w, https://admin.remarkable.eu/content/uploads/2025/06/AQUALEX_name-construction-768x432.png 768w, https://admin.remarkable.eu/content/uploads/2025/06/AQUALEX_name-construction-1536x864.png 1536w, https://admin.remarkable.eu/content/uploads/2025/06/AQUALEX_name-construction-2048x1152.png 2048w" sizes="auto, (max-width: 3000px) 100vw, 3000px" />
Another form of endorsement is the creation of name clusters through a recognisable prefix or naming pattern. Think McDonald’s, which uses names like McFlurry and McChicken to create a strong brand family without repeating the parent name in full. This, too, is a form of endorsement – through linguistic recognition.

Endorsement between brand and product line

Endorsement isn’t an obligation, it’s an opportunity. It allows you to:
<ul>
<li>target new audiences without diluting the parent brand,</li>
<li>transfer brand trust,</li>
<li>bring structure to a complex brand portfolio,</li>
<li>and launch new propositions more quickly with a nudge from the sender.</li>
</ul>
The endorsement must remain proportional and logical. Too much emphasis on the parent brand can confuse. Too little, and you miss out on brand value.

Why endorsement works strategically

Endorsement is more than a name on the label. It&#8217;s a strategic balance between visibility and distance. A well-chosen endorsement builds on the parent brand’s equity.
Are you managing a growing portfolio, launching a new product line, or preparing for a merger? Then it may be time to reflect on the role your parent brand should play &#8211; whether prominently or quietly in the background.
Feel free to <a href="https://remarkable.eu/en/nl/contact/">get in touch</a>. Together we’ll make the strategic choices needed to shape a brand architecture that’s clear for internal and external stakeholders .

Endorsement: how visible should the main brand be?