In a co-driver situation, unless the two brands stand for comparable quality, the association might tarnish the more prestigious brand. When Marriott, a premium hotel name, endorses Courtyard, the risk to Marriott's status and perceived quality standards is reduced because it is an endorser. If Marriott had instead been a co-driver (meaning in part that its name would be just as prominent in visual depictions) the Marriott brand would have been perceived to have been stretched downward and its perceived quality as a product brand would therefore be in greater jeopardy.