Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
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
* Author to whom correspondence should be addressed.
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
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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
- 10 November 2023
- 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