Endorsed brands have more independence than in the case of dual brands. The brand name enjoys prominence but is endorsed by another brand, usually a corporate or house brand. The endorsement may vary in its subtlety and discretion, ranging from the Lever house flash on its household cleaning products or the GE light bulb through to Courtyard by Marriott. The endorser brand serves to support and add credibility to the endorsed brand while at the same time allowing sufficient distance between the two brands for the endorsed brand to take on independent meaning. This also reduces the risk of contam-ination of brand meaning. Courtyard by Marriott, for instance, is very different from Marriott itself, being less upscale, offering fewer services and representing a dissimilar type of hotel experience