The Research On Crossover Cooperation Phenomenon Between Brand And Art

With the development of global economic integration and the coming of personalized era of consumption, business competition becomes more and more fierce. Today, product homogeneity phenomenon is more and more serious. People’s consumption concept becomes more spiritual culture consumption. This phenomenon forces many brands to develop and enhance the brand’s own cultural connotation. And art has become for the ways and methods of brand power. Art helps brand, and at the same time brand helps art, which promotes the development of art. Therefore, cross-border cooperation phenomenon between brand and art is intensified.This paper, taking "crossover cooperation" as the starting point, first through the definition and connotation of "crossover", "brand" and "art", summarizes and sums up of the development of crossover cooperation between brand and art. Secondly, from the angle of economy and culture, by analyzing the background of the society and era, the paper discusses the possibility and necessity of crossover cooperation between brand and art. Then based on the analysis and discussion on crossover cooperation between different brands and arts, it sums up the main modes of crossover cooperation between brand and art. Again through the success of the in-depth exploration and analysis of the crossover cooperation between brand and art, it sums up the main principles of them. From the development and influence of social culture, brand itself and art itself, it analyzes the value and meaning of crossover cooperation between them. Finally, by choosing from the main ways and the principles summarized in the article, I used them in the design practice cases.Through the depth profiling of the crossover cooperation phenomenon between brand and art, it reveals the law of their cooperation. And, the study of the regularity and interpretation of its nature provides the theoretical basis of further research. This article summarizes the main modes, the main principle, essence and regularity, and the practice of the final design case will provides guidance and reference for the development of crossover cooperation between domestic brands and art.The conclusion of this paper can be summarized as the following four points:First, crossover cooperation between brand and art is the choice of this personalized consumption age; is the need of social and cultural innovation of this era; is the need of the economic transformation and development; is the need of personalized development of brand and art; is the need of brands’ and artists’ competition and development; is the need of commercialization and marketization of art. Second, the methods of crossover cooperation between brand and art:brand sponsoring art activities; brand products cooperation with artists; display and activities of brand. Third, crossover cooperation between brand and art needs to follow certain rules. The main principles include:the principle of common and relevance, and the principle of contrast and complementarity. Fourth, the value and significance of crossover cooperation between brand and art embodies in the following three aspects:social and culture significance; the positive influence on brand; the positive influence on art.