Token endorser definition
Token endorser means that a supported brand receives the necessary reliability through endorsement by a master brand. As in the case with the “shadow endorser”, the supported brand still keeps its independence to build its own links. Some common criteria which strengthen the effects of the “token endorser” strategy are; the popularity of the endorser, the company Nestlé fulfills this requirement. Another one arises when an endorser is belonging to a respected and well known product category, this will be of great help due to its capacity to develop and launch new products. Despite the benefits a “token endorser” provides, there are some misunderstandings regarding the ability of the strategy. In