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.
Cite this article
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 -