Review and Outlook on Brand Co-Branded IP

Abstract

With the development of the industry, brands have experienced a lack of innovation and Homogeneity while the Internet has placed higher demands on them. Therefore, brand co-branding IP as a powerful marketing strategy has become a hot topic of discussion among Chinese and foreign scholars in recent years. This paper presents a review of representative literature on different areas of brand co-branding IP at home and abroad, focusing on the concept of IP and its marketing effects, so as to further sort out the positive and negative effects of brand co-branding IP on consumer behaviour from the perspective of consumers, and then analyse the relevant internal mechanisms of consumer purchasing behaviour, providing reference and ideas for future scholars to study the concept of brand co-branding IP. According to the results of this review, brand co-branding IP is a double-edged sword for brands. A good co-branding can increase customer loyalty and have a positive impact on the brand. At the same time, however, it can also lead to irrational shopping behaviour or negative emotional connections. Therefore, this paper suggests that future scholars could more clearly unify the concept of IP and investigate more long-term and effective forms of brand co-branding IP.