Overview About the Co-Branding Development of Fashion Brands
Under the influence of the trend of world economic integration, the world economy, trade and commercialization are developing rapidly.Brand management is becoming more and more popular and valued in the era of enterprise brand.And brand includes all, in the whole process of sales and service, tangible or intangible benefits are part of the brand influence.The brand image of an enterprise represents the industry advantage of clothing brand in the minds of consumers, and it is an important strategic resource for enterprises to stand in the industry.Now the business gradually began to join the new ways of cooperation in brand building, new operating mode, based on the importance of the brand and universality of the two important under the present conditions.Many clothing brands also have similar intention that is to establish a joint venture or cooperation partners to form the brand, for the two sides to achieve win-win future.Brand alliance has become the focus of competition among enterprises, and it has strategic significance for business owners.The paper sums up the business cases of existing brand alliances and makes hypothesis tests to find the logical essence behind the business and provides some guidance for the joint branding of garment enterprises.
Brand combination Consumer demand Clothing brand Enterprise interests
Ziwei Ye
Donghua University, Shanghai 20051, China
国际会议
2018 Sino-Africa International Symposium on Textiles and Apparel (SAISTA2018)(2018中非纺织服装国际论坛)
巴赫达尔
英文
294-300
2018-09-15（万方平台首次上网日期，不代表论文的发表时间）