In the field of branding, the term “endorsement brand” is used to refer to two distinct types of brands: traditional brands and private label brands. In the context of traditional brands, an endorsement brand represents the guarantee associated with a specific product. This concept implies that the reputation of a well-established brand reinforces consumer confidence in a product that might not be directly associated with that brand. To illustrate this concept, consider the example of Lu, which acts as an endorsement brand for the Lulu l’Ourson product (a sub-brand of Lu).

On the other hand, when discussing private label brands, an endorsement brand generally refers to a brand that highlights a particular characteristic of the product, such as its regional origin, organic certification, or environmental commitment. A concrete example would be the private label brand Reflets de France, which acts as an endorsement brand for products emphasizing regional specificities.