Endorsement, pseudo endorsement and co endorsement of a patronymic brand: potential and interest for a marketing strategy[Endossement, pseudo endossement et co-endossement d'une marque patronymique : potentiel et intérêt pour une stratégie marketing]

In the advertising field, the fact of asking a well-known personality to explicitly appropriate the promotional message of the brand is termed "endorsement". Currently, most brands which have turned towards an endorsement strategy have called upon "celebrities". A subset of brands, all having the "patronymic" characteristic in common, appear to have adopted a slightly different strategy in the sense that these brands also call upon experts, consumers as witnesses and, in certain cases, heads of companies who sell these brands themselves. The present article examines the validity of this observation and the consequences –virtuous or not- of this differentiation carried out by patronymic brands. They have developed original strategies, especially as regards endorsement by heads of companies, and thereby benefit from different advantages linked to the source: attractiveness due to success, credibility linked to expertise and congruence with the products.