Analyzing The Co-branding Marketing Strategy of UNIQLO

Abstract

Co-branding is an alliance in which businesses join up with other brand names to form joint brands in order to improve brand image and increase product quality signals. Co-branding is a common marketing strategy. As a long-term market strategy, UNIQLO prioritizes co-branding. The goal of this research is to examine the relationship and influence of co-branding, brand image, and purchase intent. This study analyzed and summarized the relationship between co-branding and brand image, the relationship between co-branding and buy intention, and the relationship between brand image and purchase intention using literary analysis. Using UNIQLO as an example, this study did a SWOT analysis. This study suggested that co-branding influences brand image, which leads to customer purchase intentions, and that diverse brand images influence purchase intentions. Furthermore, UNIQLO's business approach ensures co-branding. The plasticity of UNIQLO apparel creates the groundwork for co-branding and establishes a positive brand image for the brand with comfort and simplicity as the brand concept. At the same time, UNIQLO's actual apparel quality issues and market joint involution have jeopardized the company's co-branding plan. As a result, it is vital to make proper use of the co-branding strategy, connect and build a high-quality brand image, make proper use of brand advantages, prevent risks, and encourage the improvement of consumers' purchase intents.