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The Impact of Cross-Industry Collaboration and Co-Branding on Brand Growth
- 1 Hainan Prefecture Senior High School, Hainan Tibetan Autonomous Prefecture, Qinghai Province, 813000, China
* Author to whom correspondence should be addressed.
Abstract
In the context of increasingly fierce market competition, the exploration of how brands can boost their competitiveness through innovative marketing strategies has become a widely discussed research topic. Cross-industry marketing, especially co-branding, as an emerging brand collaboration strategy, is increasingly becoming an important way for brands to strengthen their market influence. This paper investigates the theoretical foundation, implementation strategies, and the mechanism of co-branding and cross-industry marketing on brand growth through literature analysis and case studies. The research covers brand cooperation cases across multiple industries such as food, fashion, and technology, with a focus on the contributions of co-branding to brand innovation, differentiation, and market expansion. In addition, it summarizes the key success factors and potential risks of co-branding. The results show that co-branding can effectively enhance a brand’s innovation and market differentiation, expand the consumer base by co-creating value and integrating brand images, and thus enhance the brand's market competitiveness. It can also stimulate consumers’ purchasing desire, improve brand loyalty, and increase brand influence via word-of-mouth marketing. However, it is important to note that excessive co-branding or improper collaborations may lead to brand image damage and market fatigue.
Keywords
cross-industry marketing, co-branding, brand collaboration, consumer behavior, brand partnership
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Cite this article
Pengmao,K. (2025). The Impact of Cross-Industry Collaboration and Co-Branding on Brand Growth. Journal of Fintech and Business Analysis,2(1),39-43.
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Journal：Journal of Fintech and Business Analysis
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