Research On Co-branding Of Modern Enterprises

In new century, co-branding is being adopted by many enterprises as a useful commercial method to achieve new benefits. This thesis begins with the general analysis of co-branding, describing its basic concept, definition, functions, risks, and economic value systematically. Combining theories and cases, the practice of co-branding is displayed directly.At first, this thesis introduces the definition, purpose and structure of co-branding, which turns out that co-branding creates new differentiated brand that is full of passion and related to customers' demands by combining external powerful brand to reach synergic effect and leverage.As co-branding improves the creation and reliability of products, it also brings more chances for both parties. The thesis lists those chances, e.g. increase sales amount, expand distribution channels, integrate audience of each party, lower promotion expenses, enhance customers' decision for acceptance, etc. In short, enterprises are able to achieve vertical and horizontal development by co-branding to raise the value of brand and increase brand assets.Besides, the risks and uncertainties of co-branding should be taken into account with adequate analysis and assessment, which is described in this article, such as whether more value can be brought and as a major drive for value decision, whether both parties complement each other in terms of professions and capabilities, whether their strategy, culture, management style can reach unified, and can they maximize the positive factors of their brands and minimize the negative ones, etc. For those risks and uncertainties, this article generates some proposals.Regarding the assessment of brand value, the thesis demonstrates the basic methodology which can analyze whether co-branding is able to achieve expected effect. The conclusion will be as a reference to the decision making for some key points, e.g. the distribution of benefits.In addition to the theoretical analysis of co-branding, with a practical case, the thesis analyzes the feasibility and critical points of the utilization of co-branding with the logic and system shown before, which will help enhance the understanding of practical meaning for co-branding.