Analysis of the Influence of Crossover Co-branding of Clothing Brands on Brand Image

Abstract

In recent years, "cross-industry marketing" has become a relatively mature way of brand expansion, transformation and promotion in the clothing industry. Co-branded brands have also become the main research objects of scholars. Cross-industry co-branding can create new brand value on the basis of existing brands, and find more market possibilities, thus expanding consumer groups and improving brand equity performance. The research theme of this paper is the influence of cross-industry co-branding of clothing brands on the image of co-branded brands, among which the influence of the fit degree between brands on the brand image. This paper solved this problem through qualitative research and take the form of questionnaire survey in the group design. It is found that the fit degree between brands has an impact on the brand image, and the brand image with high fit degree is better than the brand image with low fit degree. Consumers have better brand cognition and more positive brand image imagination for co-branded brands with high fit degree. Therefore, clothing marketing management personnel should pay more attention to the "fit" of the brand when selecting partners, and give priority to choosing brands with high fit, such as complementary functional attributes and consistent image attributes.