The Implementation and Issues of Branding Co-Branding Marketing Strategies

Shengyuan Ding

doi:10.54254/2754-1169/2025.LD28927

Advances in Economics, Management and Political SciencesOpen access

The Implementation and Issues of Branding Co-Branding Marketing Strategies

Research Article

Open Access

The Implementation and Issues of Branding Co-Branding Marketing Strategies

Shengyuan Ding ^1*

¹ Yangzhou High School

^*Corresponding author: Ryanyuan2023@outlook.com

Published on 5 November 2025

AEMPS Vol.237

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-507-3

ISBN (Online): 978-1-80590-508-0

Download Cover

Abstract

This article focuses on brand co-marketing, a mainstream market strategy, systematically organizing its core concepts, theoretical foundations, and common forms. Brand co-marketing refers to the activity where independent brands from different fields collaborate closely to launch new products or services in order to expand the user base and enhance value. Its effectiveness is supported by major theories, including symbolic interactionism, synergy theory, which form typical ways such as cross-industry resource complementarity, deep exploration of cultural IP, and penetration into user circles. The study finds that current brand co-marketing practices face issues such as poor brand synergy, delayed market response, and incorrect user targeting. To address these problems, this article suggests reinforcing brand synergy from the perspectives of preliminary research on values and resource matching, establishing cooperation mechanisms in the mid-term, and unifying communication approaches in the later stages, while also emphasizing regular market research to optimize strategies, providing theoretical references and practical guidance for companies to enhance the effectiveness of co-marketing.

Keywords:

Co-Branding, Cultural IP, Joint Cooperation Mechanisms

View PDF

References

[1]. Yang, M. & Qiao, W.R. (2023). Research on the Impact of Brand Collaborations on Consumer Purchase Intentions—Based on the Perspective of Consumer Perceived Value. Technology and Economy, 42, 201-212.

[2]. Ruan, Z.S. & Hu, Y.Q. (2025). The Impact of Perceived Value of Cross-Border Co-Branded Products on Purchase Intention—A Case Study of G Tea Beverage Brand. Northern Economic and Trade, 6, 68-72, 96.

[3]. Han, Y. & Gu, Y. (2021). Research on the Strategy of Brand Collaborations—Taking the Brand Collaboration of LeTing and White Rabbit as an Example. Modern Marketing (Late Issue), 6, 44-45.

[4]. Gao, T. (2024). Research on Brand Cross-Border Collaborative Marketing Communication Strategies. Lanzhou University of Finance and Economics.

[5]. Liu, C.X. (2025). Issues and Countermeasures of Brand Co-Branding and Cross-Border Marketing and Communication—Taking 'Sauce-Flavored Latte' as an Example. News Front, 11, 79-80.

[6]. Ao, C.H. & Huang, Y.G. (2020). Research on the Cross-Border Brand Collaboration Effect—A Case Study of Uniqlo's Collaboration with KAWS. Chinese Market, 5, 118-119.

[7]. Liu, L. (2025). The Commercial Value and Risk Control of Brand Collaboration. Business Observation, 11, 55-57, 61.

[8]. Liu, N. (2024). Analysis of the Marketing Strategy of Brand Collaborations of Luckin Coffee. China Business Review, 33, 81-84.

[9]. Huang, M.X., Pan, H.L. & Liao, J.Y. (2017). Brand Communication in the Age of Social Media—A Review of Brand Community Identity Research. Economic Management, 39, 195-208.

[10]. Huang, B.W. & Xiong, J.A. (2025). IP Co-Branding Attracts the 'Z Generation'; Brand Rejuvenation Requires In-Depth Exploration. Daily Economic News, 26 May 2025, 005.