Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 38 , 10 November 2023


Open Access | Article

The Impact of Co-branding on Brand Marketing: A Case Study of Holiland

Zengqi Wei * 1
1 Tianjin University of Finance and Economics

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 38, 79-83
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Zengqi Wei. The Impact of Co-branding on Brand Marketing: A Case Study of Holiland. AEMPS (2023) Vol. 38: 79-83. DOI: 10.54254/2754-1169/38/20231890.

Abstract

Co-branding is one of the most popular marketing models used by most well-known brands in recent years to attract the attention of a large number of consumers and to stimulate their desire to buy. The essence of co-branding is to create new products through collaboration, often with the characteristics and labels of both parties. Through a partnership model where both parties cooperate with each other, it is easier to break the stereotype about the brand image and expand the consumer market, thus increasing the commercial value of the brand and product. In recent years, Holiland has conducted co-branded marketing with different brands and celebrities, which has achieved a complementary overlay of consumer groups and inspired customer resonance through the integration of resources. In this paper, the author explores the strategy of Holiland's co-branding marketing and analyses the positive and negative impacts of co-branding on Holiland's brand marketing by means of a questionnaire survey. The study finds that the transfer of emotional value generated by co-branding promotes the effective complementarity of both consumer groups, but too frequent brand crossover may bring some negative effects, therefore, Holiland can be more flexible in future co-branding marketing by using a variety of marketing models, choosing suitable co-branding partners, and giving advance publicity. In addition, Holiland can pay further attention to the value of co-branded products and consider the introduction of localized marketing.

Keywords

co-branding, marketing strategy, Holiland, consumer choice

References

1. Huang, Z., Li, Y. Y. and, Fu T. Y. (2022). Research on the marketing strategy of Holiland's products. International Public Relations, (13), 115-117.

2. Wu, S. N., Yang, R. Y. and Zhao, J. (2021). Brand crossing: innovation, issues and challenges. Fortune Times, (7), 24-25.

3. Qian, Y. (2022). How to prevent brand co-branding compliance risks. China Trade Journal (007).

4. Zhao, D. C. (2021). The logic analysis of brand co-branding cross-border marketing. News Communication, (12), 72-74.

5. He, Y. H. (2022). Analysis of the effect of co-branding marketing on consumers' brand choice in the Internet era. Mall Modernization, (12), 52-54.

6. Zhao, Z. Y. (2021). Exploring the experience of brand co-branding marketing in the new media era: Taking the Beastie co-branding series as an example. Journal of Sichuan Cadre Correspondence College, (3), 67-70+58.

7. Xie, S. S. (2022). Has Holiland really mastered the "rejuvenation" code? International Brand Watch, (29), 59-61.

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-097-4
ISBN (Online)
978-1-83558-098-1
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/38/20231890
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated