Research On The Impact Of Brand Collaboration On Brand Awareness

Brand collaboration has become an important marketing choice in brand building. Brand collaboration can play a key role in the relation between the regional brand and national brand, little-known brand and well-known brand in short of resources and limited capabilities, which can integrate enterprise resource, promote brand synergy and enhance brand awareness and recognition.Collaborative marketing theory provides theoretical foundation for brand collaboration. Collaborative marketing is a basic synergy theory for enterprises. Brand collaboration research is that collaborative marketing theories are applied to brand collaboration, guide brand building and provide reference for enterprises.Consumer brand awareness is the most effective tool to text the final results of brand building standards. The results efforts of brand building on one hand depends on the extent of their own, on the other hand depends on the consumer brand awareness. The results of brand-building will ultimately is tested to the market the performance of the consumer brand awareness which on the one hand depends on acknowledge of their level of cognitive structure,on the other hand, depends on consumer access to information related to the brand. Therefore, enterprises in addition to the construction of brand meaning to do, but also focus on brand planning and advocacy in order to raise consumer awareness of brands.Firstly, this paper put forward to build research model for the impact of brand collaboration on brand awareness basing on summarizing brand content and collaborative marketing, defining the research elements about brand collaboration and brand awareness. Second, this paper tests the validity of research hypothesis and research model. Finally, this paper gives effective marketing proposals based on the research conclusion of brand awareness and brand awareness. The innovation of this paper has two points. One is that paper defines the key research elements of model based on summarizing brand meaning and brand collaboration. Brand collaboration includes brand portfolio collaboration, brand price collaboration, brand place collaboration and brand promotion collaboration; Brand awareness includes brand recognition and brand image. Second, the research is a bold exploration research on the impact of brand collaboration on brand awareness based on the consumer perspective, which provide reference for enterprises in brand building.The fist chapter of this paper presents general research framework by defining the paper research background, purpose, significance, ideas and methods. The second chapter of this paper gives analyses and statements on the theories involved. The research results are summed up which conclude brand synergies and brand awareness. Then, to give personal opinions. The third chapter of this paper puts forward research hypotheses and build model for the impact of brand collaboration on brand awareness based on the definition of the research elements. The fourth chapter of this paper is empirical analysis by scale design, data collection and data processing. The main content are validity and reliability analysis, correlation and regression analysis. The five chapter of this paper draws research conclusions, interprets the research conclusions and puts forward to marketing recommendations base on research results. Finlly, this section describes the shortcomings of paper and proposes future research directions...