In today’s highly competitive market, brand endorsement has become an important strategy for businesses to enhance their image and win consumer trust. Through the credibility or authority of a third party, brand endorsement can indirectly provide trust support for a brand or product, enhancing consumer trust and recognition. This article will delve into the concept, importance, and implementation methods of brand endorsement, and demonstrate how to effectively use brand endorsement to make consumers “actively pay” through multiple practical cases.
“XX same style”, “xx brand project selected brand”, “XX certification”, “XX origin certification”, “XX so-and-so standard”, I believe everyone has heard of similar brand information, although many have been exposed as false information, causing doubts and criticism from many parties, but mass consumers still can’t help but silently add points to the brand in their hearts when facing similar information again.
This is the power of brand endorsement, these seemingly objective and neutral information have long evolved into a “psychological switch” to control consumer decisions, which is not only the “safety lock” of consumers’ rational decision-making, but also the most secret “cognitive tax” in the business world. It can be said that brand endorsement is a key strategy for enterprises to enhance their brand image and enhance consumer trust.
So, what is brand endorsement? Why do brand endorsements? How to implement brand endorsement? Let’s take a look.
1. What is brand endorsement?
Brand endorsement refers to indirectly providing trust support for a brand or product through the credibility or authority of a third party, thereby enhancing consumers’ trust and recognition of the brand. This kind of endorsement can be the support of the general brand (parent brand) of the enterprise to the sub-brand, or the endorsement of the brand by external authorities, experts, celebrities, national policies, etc. At its core, brand endorsement is about using the reputation of third parties to fill the gap in consumers’ perception of the brand itself, especially when a new brand or product enters the market.
From the perspective of the obviousness of information display, brand endorsement can be divided into explicit endorsement (hard endorsement) and implicit endorsement (soft endorsement).
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Explicit endorsements directly indicate the partner’s brand information, such as “Intel Inside”, allowing consumers to identify the supporting force behind the brand at a glance. Implicit endorsements convey trust through implicit means, such as “Pantene-Procter & Gamble high-quality products”, although the specific form of cooperation is not clearly indicated, but with the help of the parent company’s background to convey the reliability and quality assurance of the product.
2. Why do brand endorsements?
Brand endorsements help enhance brand authority and trust. Just imagine, when Nobel Prize winners, academicians and experts and other figures with high credibility and professional influence stand on the brand platform, consumers will form a subconscious cognition of “the brand is trustworthy” in their hearts when facing these authoritative endorsement brands, and the authority and professionalism represented by the endorsement will naturally transfer to the brand, and the brand’s status in the hearts of consumers will also be significantly improved.
Brand endorsements help expand brand influence and market channels. Enterprises with authoritative endorsements can use the influence of endorsement themes to promote their brands to a broader market, break through geographical restrictions, and even enter international markets. At the same time, authoritative endorsements will also attract the attention of many channel providers, and channel providers will give priority to brands with authoritative endorsements when choosing cooperative brands, because these brands have their own market attractiveness and consumer trust, which can reduce the operating risks of channel providers and improve sales success rates.
The expansion of brand influence and market channels is another significant result of brand endorsement. With the influence of endorsing subjects, enterprises can easily transmit brand information to farther places, break through geographical restrictions, and even enter the international market. At the same time, authoritative endorsements also help attract the attention of many channel providers. When choosing cooperative brands, channel providers will give priority to brands with authoritative endorsements, because these brands have their own market attractiveness and consumer trust, which can reduce the operating risks of channel providers and improve sales success rates. In this way, brand endorsement has become a powerful booster for enterprises to expand market channels and realize the global layout of their brands.
Brand endorsement helps enhance the overall competitiveness of the brand. In a highly competitive market, endorsement is like adding a layer of aura to the brand, making it stand out among many competing products and attracting more consumer attention, which will further translate into consumers’ willingness to buy, because consumers are more inclined to choose those brands with authoritative guarantees, thereby increasing the brand’s share in the market and enhancing the brand’s comprehensive competitiveness.
Brand endorsement can reduce consumers’ sense of risk, thereby facilitating their consumption decisions. When purchasing products or services, consumers often worry about the quality, effectiveness, and authenticity of brand promises. Brand endorsement sends a reliable message to consumers, telling consumers that everything the brand promises is true and credible, which can effectively alleviate consumers’ worries and doubts and reduce their sense of risk when purchasing. When consumers feel that purchasing a brand’s products or services is less risky, they are more willing to make purchasing decisions, leading to increased sales and market share for the brand.
Brand endorsements help build sustainable brand associations. Consumers who purchase and use branded products or services with endorsement support will develop a deeper sense of identity and loyalty to the brand if they have a good experience. Through brand endorsement, companies can establish a deep association with consumers based on trust and recognition, which is not ephemeral and superficial, but sustainable. They will continue to follow the brand, become loyal fans of the brand, and spread word of mouth for the brand in their social circles.
3. How to do brand endorsement?
Clear endorsement goals: Before conducting brand endorsements, enterprises should clarify the target audience, positioning and values of endorsement to ensure that endorsement activities are consistent with brand strategy.
Choose the right endorsement method: Choose the appropriate endorsement method based on your brand characteristics and the needs of your target audience. For example, for high-end brands, celebrities can be invited to endorse them; For technology brands, technology patents and authoritative body certifications can be displayed.
Ensure the authenticity and credibility of the endorsement content: The endorsement content must be true and credible, and must not be exaggerated or falsely advertised. Otherwise, once exposed, it will cause serious damage to the brand image.
Integrate marketing resources: Combine brand endorsement with other marketing methods to form an integrated marketing effect. For example, disseminate endorsement content through various channels such as social media and offline events to increase brand exposure and influence.
Continuous monitoring and evaluation of effectiveness: Businesses should continuously monitor the effectiveness of brand endorsements and adjust and optimize based on market feedback and consumer behavior. Measure the effectiveness of endorsement activities by evaluating metrics such as sales growth, market share expansion, and brand image enhancement.
In general, companies can implement brand endorsement in the following ways:
1. Authoritative institution certification endorsement
With the neutrality of third-party authorities, consumers can reduce their doubts about product quality. During the operation process, international or national certifications (such as ISO, CE, FDA) should be preferred, and the certification number and validity period should be clearly marked in the publicity.
【Case】
Haier refrigerator: Passed the German TÜV safety certification and the American UL energy efficiency certification, establishing a high-end image in the European market.
2. Industry association organization endorsement
Through the entry threshold and resource support of industry associations, enhance the brand’s professional status in the industry. Enterprises can participate in the formulation of industry association standards, serve as governing units, and display membership certificates on their official websites.
【Case】
BYD: As the vice president unit of the China Association of Automobile Manufacturers, it participates in the formulation of new energy vehicle industry standards and strengthens technical authority.
3. Celebrity endorsements
Use celebrity fan effects and image associations to quickly build brand awareness. Pay attention to choosing a spokesperson that matches the tone of the brand, avoid short-term traffic-based cooperation, and pay attention to long-term image binding.
【Case】
Su Bingtian× Xiaomi: After the 2021 Tokyo Olympics, Xiaomi signed Su Bingtian as the brand spokesperson to convey the concept of “Chinese speed” and drive the sales growth of high-end product lines.
4. Authoritative media cooperation endorsement
Convey brand information through media credibility and reduce consumer decision-making risks. It is recommended to give priority to national media such as CCTV and Xinhua News Agency, or leading media in vertical fields (such as 36Kr and Tiger Sniff).
【Case】
Many brands have participated in CCTV’s brand columns or brand projects.
5. Industry expert recommendation endorsement
With the help of expert professional image, convey the credibility of brand technology, and specific actions can be to invite experts to participate in product evaluations, technical seminars, or jointly publish white papers.
【Case】
Huawei 5G: Wu Hequan, academician of the Chinese Academy of Engineering, interprets and strengthens technology leadership.
6. User word-of-mouth communication endorsement
Lower the threshold of trust through real user testimonials, especially KOC (Key Opinion Consumers) recommendations are more convincing. In this process, pay attention to establishing a UGC content incentive system (such as Xiaohongshu note rewards), and give priority to KOC cooperation in vertical fields.
【Case】
There are too many of them, and there are countless brands that are happy to grow grass now.
7. Brand history inheritance endorsement
Use the sense of time precipitation to convey brand stability and attract quality-oriented consumers, pay attention to excavating brand historical stories, and integrate cultural symbols into packaging and advertising.
【Case】
Changyu Wine: Launched the “Centennial Cellar” series, emphasizing the history of the factory in 1892, and the price is 30% higher than that of ordinary product lines.
8. Patented technology endorsement
To build competitive barriers through technical barriers and attract technology-sensitive consumers, you can mark the patent number on the official website and product packaging and make short videos of technical interpretation.
【Case】
Huawei: In the global 5G technology competition, Huawei has become one of the key technology holders with a large number of independent patents.
According to the “2025 Global Top 100 5G SEP Holders”, Huawei continues to rank first, source: Patently
9. Award honorary endorsement
With the authority of third-party awards, it is recommended to give priority to international awards (such as Red Dot Design Award, IF Award), and highlight the gold content of awards in publicity.
【Case】
Dyson hair dryer: Passed the “Red Dot Best Design Award” certification, the price is 3 times higher than ordinary hair dryers, attracting high-end female users.
10. Government support endorsements
Use government credibility to convey brand reliability and attract policy-sensitive consumers, and you can display government cooperation project documents on official websites and stores to participate in government procurement bidding.
【Case】
CATL: Establish strategic cooperation with local governments and undertake a number of national scientific research projects.
11. Citation and endorsement of authoritative classics
Convey the historical heritage of the brand through cultural symbols and attract consumers who pay attention to cultural values. Enterprises can dig up brand-related records in ancient books and produce cultural short films or co-branded products.
【Case】
Luzhou Laojiao: Through the archaeological discovery of the “1573 National Treasure Cellar Pool Group”, combined with the records of the “Luxian Chronicle”, the concept of “historical living cultural relics” is created.
12. Sponsorship endorsements for major events
Enhance brand awareness through event exposure and attract users in specific circles. Pay attention to choosing activities that match the tone of your brand (such as sports events, music festivals) and design immersive experience scenes.
【Case】
Tsingtao Beer: Tsingtao Beer has been actively participating in the sponsorship of sports events and cooperation in sports projects, closely combining its own brand proposition with sports culture, and is the official sponsor of the Beijing 2008 Olympic Games and the Beijing 2022 Winter Olympics; It is the official partner of major sports events such as the AFC Champions League, Chinese Super League, and CBA; For 17 consecutive years, it has joined hands with the Xiamen International Marathon and participated in marathons in major cities across the country.
13. Cooperative endorsement from well-known or authoritative institutions
By leveraging the other party’s brand influence and resource advantages, enhance the value and credibility of your own brand. Brands can achieve mutual benefit and win-win results by cooperating with upstream and downstream enterprises and outstanding enterprises in the same industry.
【Case】
New energy vehicle brands cooperate with Huawei’s intelligent driving: such as Wenjie and Avita embed Huawei’s ADS high-end intelligent driving system into their models.
14. Endorsement of high-potential energy channels
With the help of channel traffic and quality, enhance brand positioning. Brands can give priority to high-end channels such as SKP and Sam’s Club, or online head platforms such as Tmall flagship store and JD.com’s self-operated store.
【Case】
Guanxia: Settled in Taikoo Li Sanlitun, Beijing, and achieved a 40% increase in customer unit price through the design of the “Oriental Fragrance” concept store.
15. Supply chain advantage endorsement
Deliver quality assurance through supply chain transparency to attract safety-conscious consumers. Enterprises can open the supply chain traceability system, produce supply chain documentaries or live broadcasts, and effectively convey relevant endorsement information.
【Case】
Junlebao: Create a self-operated ranch milk source, invite consumers to go through the supply chain, display the whole production process of ranches and factories.
16. Product strict testing endorsement
Reduce consumer decision-making risk through third-party detection data to attract rational consumers. Enterprises can mark the name of the testing institution and testing items on the official website and packaging or make comparative experiment videos, so that consumers can intuitively and concretely feel the rigor of the test and the reliability of the quality.
【Case】
CATL: A number of products took the lead in passing the strict new national standard testing in China.
17. Endorsement of industry standard formulation
Convey the right to speak in the industry through leading standard formulation and attract customers who pay attention to professionalism. For example, enterprises can cooperate with industry associations and universities to issue group standards, emphasizing the identity of “standard drafting unit” in publicity.
【Case】
CATL: CATL has participated in the formulation of 8 national standards and led 3 important national standards such as “Safety Requirements for Power Batteries for Electric Vehicles”, strengthening its image of technical authority among B-end customers.
Note: 2024 data, sourced from public news reports
18. Endorsement of charitable activities
Enterprises convey brand values through social responsibility, attract ESG-focused consumers, pay attention to hard selection of public welfare fields related to the brand (such as environmental protection, education), and establish long-term public welfare projects, rather than rushing through the process.
【Case】
Nongfu Spring: Through the “Penny Public Welfare” activity, donate 1 cent per bottle of water for water source protection to attract environmentally friendly consumers.
19. Endorsement of unique origin advantages
Convey product scarcity through geographical indications or origin culture to attract quality-conscious consumers, pay attention to applying for geographical indication certification, and highlight origin symbols (such as maps, dialects) in packaging and advertising.
【Case】
Wuchang rice: Passed the “China Geographical Indication Product” certification, the price is 3 times higher than ordinary rice, attracting home users.
20. Brand co-branded endorsement
Expand the user base through cross-brand cooperation to achieve 1+1>2 communication effect, it is recommended to choose complementary brands (such as technology + art, culture + catering) and design co-branded products or activities.
【Case】
Luckin × Moutai: In 2023, the “Sauce Latte” will be launched, with sales exceeding 5.42 million cups on the first day and more than 300,000 liquor users converted.
21. Customer case endorsement
Convey product value through real customer stories and reduce the risk of potential customer decision-making, pay attention to collecting customer videos and text cases, and creating customer testimony walls or special pages.
【Case】
DingTalk: Display the “Customer Case Library” on the official website, including cases of top 500 enterprises such as Haidilao and Nongfu Spring, to enhance B-end trust.
Epilogue:
When the labels of “XX same style” and “XX certification” can still cause ripples in the hearts of consumers, this is not only the business world’s accurate grasp of human psychology, but also the collective torture of rational consumption. Consumers are eager to reduce decision-making risks through authoritative endorsements, but they also need to be wary of being misled by carefully packaged “pseudo-endorsements”.
True brand endorsement should come from the long-term precipitation of product quality, the real accumulation of user reputation, and the deep resonance of brand values. Only when consumers and brands grow together – the former improves information discernment and the latter adheres to the bottom line of value, can a virtuous circle of healthy brand development and consumers choose with confidence can be established.
