Guarantee mark

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To reassure consumers about the value and origin of a new product, the company can use a brand name. This is a brand that is known and recognized by the target audience. The company displays the logo of the endorsement brand alongside the unknown brand to give the product credibility with consumers.

It is therefore not uncommon to find two different brands on the packaging of a product:
– the real brand name of the product, which is generally new and little known,
– the guarantee brand which represents the values of the product. It is already popular with the general public.

The use of the endorsement brand meets several objectives:
– to optimize sales of the new product. Consumers are already familiar with the quality of the products sold by the brand name and are more inclined to buy the new products,
– Reassure the public with a name they are familiar with.