# Parent brand: what it is and how it works · Zorraquino
> The parent brand is the main brand that groups, originates or endorses other brands within an organisation.
URL: https://www.zorraquino.com/en/dictionary/branding/parent-brand.html

# Parent brand

The parent brand is the main brand that groups, originates or endorses other brands within an organisation

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

Its presence can transfer trust and associations to the portfolio. Its degree of visibility depends on the chosen architecture model. It is worth defining how reputation is shared, since a crisis or a change of positioning can affect several offers.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand architecture](https://www.zorraquino.com/en/dictionary/branding/branch-architecture.html)
- [Brand portfolio](https://www.zorraquino.com/en/dictionary/branding/brand-portfolio.html)
- [Independent brand](https://www.zorraquino.com/en/dictionary/branding/individual-product-brand.html)