A hechsher is, unfortunately, also used as a marketing tool with the “sticker” often adding nothing to the hechsher in any way.It is simply a name that is known in a specific community.
A bakery in my neighborhood has 3 hechsherim purely for marketing purposes.
The local Vaad for all those who feel that all hechsherim should come from the local Vaad. A “heimishe” hechsher for all the “heimishe” folks in the neighborhood and a national symbol for all those who are to the left of the “heimishe” but the Vaad is not good enough.