Analysis of Brand Crossover Co-branding Marketing Strategies

Take Uniqlo as an Example

DOI

10.2991/978-2-494069-97-8_120How to use a DOI?

Keywords

cross-border marketing; Uniqlo; marketing strategy

Abstract

This paper firstly adopts a combination of literature research and case study method to analyze the current situation of cross-border marketing of brands, based on which the main marketing model of cross-border marketing, the DFA (Differentiation-Freshness-Approbation model) model, is established. Through a specific analysis of the current background, brand needs and marketing strategies of Uniqlo brand, the cross-border co-branding approach used by Uniqlo brand was further verified by substituting it into the DFA model, and the final conclusion is that cross-border marketing not only needs to conform to the DFA model, but also needs to continuously refine the tonality between brands in the marketing process based on the DFA model, create its unique cultural attributes and enhance its brand marketing influence.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Jian Rao
AU  - Xin Wang
PY  - 2023
DA  - 2023/02/13
TI  - Analysis of Brand Crossover Co-branding Marketing Strategies
BT  - Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)
PB  - Atlantis Press
SP  - 949
EP  - 955
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-97-8_120
DO  - 10.2991/978-2-494069-97-8_120
ID  - Rao2023
ER  -