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An Analysis of the Co-branding Strategy in the Food Industry
- 1 School of Management Science, Chengdu University of Technology, Chengdu, China
* Author to whom correspondence should be addressed.
Abstract
With the intensification of market competition and the diversification of consumer demand, the co-brand marketing strategy in the food industry has gradually become an important marketing strategy. This study focuses on co-branding strategies in the food industry to explore how co-branding affects consumers’ purchasing decisions and brand image, mainly discusses the success factors of co-branding, consumers’ perception about the value of co-branding, and their awareness and acceptance of co-branding. By analyzing co-branding cases of different brands, the study will reveal successful co-branding strategies and their impact on market performance. Through the selection of representative brand co-branding cases, in-depth analysis of their success factors and market feedback. This study finds that successful co-branding can enhance brand identity, improve consumers' purchase willingness, and provide new ideas for brand innovation.
Keywords
Brand co-branding, Marketing strategy, Food industry, Consumer behavior, Market competitiveness
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Cite this article
Fang,G. (2025). An Analysis of the Co-branding Strategy in the Food Industry. Advances in Economics, Management and Political Sciences,176,124-128.
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Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development
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