Define: Endorsement
Endorsement
Use of an ingredient brand, celebrity or the like, to support and/or add credibility to an allied offer.
See: Halo Effect, Ingredient Brand
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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