联合品牌战略研究

Research on Co-Branding Strategies

本文首先介绍了联合品牌的定义,然后描述了联合品牌在美国的发展状况和联合品牌发展的全球化趋势。随后论述了联合品牌和客户感知的关系,指出联合品牌战略必须建立在客户感知的基础之上。然后从七个方面详细阐述了联合品牌对参与的独立品牌的作用,从而得出企业使用联合品牌的直接目的。接着提出了一种分析联合品牌的方法,以用于选择合作伙伴及分析竞争对手的联合品牌战略,并结合案例分析了联合品牌的使用目的、使用过程和结果,最后指出联合品牌战略成功的潜在规则。

The paper introduces the definiens of co-branding and describes the development of co-branding in American and global trends of co-branding, then discusses the relation of co-branding and customer＇ s perception, indicates co-branding strategies must base on customer＇ s perception. Then, the paper dissertates brands＇ interaction in co-branding from seven aspects, and objective of co-branding which used by enterprise, proposes a method to analyze co-branding in order to select succession, a case study is described successful co-branding strategies. cooperative partners or construe the co-branding to learn how to analyze co-branding, At last, this paper points out the rules of successful co-branding strategies.