Exploring the Phenomenon of Commercial Branding and Art Co-branding in China Based on Interdisciplinary Perspectives

Abstract

With the continuous development of China's consumer market, art, and commercial brand co-branding in the era of the commodity economy has become an important development strategy in the commercial field, the brand enriches the connotation of the brand with the power of the artist, and the art also goes to the public with the influence of the brand to broaden the road of art development. However, at the same time, it also exposes many problems in the phenomenon of art and commercial brand co-branding. This study adopts the literature research method, comparative and inductive method, and case study method to analyse the phenomenon of co-branding between art and commercial brands based on different disciplinary perspectives of brand visual image design, art commercialization, and aesthetic education. Through the study, the co-branding of brand and art needs to grasp and deepen the connotation of the brand and explore the potential of cooperation. In addition, the artwork needs to highlight the aesthetic value and return to the heart of art. Finally, people should pay attention to the purpose of aesthetic education and cooperate to create an aesthetic environment. Thus, the characteristics and commonalities between the two can be better grasped and utilised to seek more interdisciplinary and diversified co-branding paths. While creating a favourable atmosphere for art and business brands they should actively take on more social responsibility and continue the vitality of both.