Case Analysis of Co-Branded Products

DOI: https://doi.org/10.62517/jbm.202509513

Author(s)

Hanyi Zhuang

Affiliation(s)

Quanzhou No.5 Middle School, Quanzhou, Fujian, China

Abstract

This paper adopts the case analysis method. By enumerating examples of co-branded products in different fields, such as the common milk tea store collaborations (Luckin Coffee co-branded with Kweichow Moutai, and Guming co-branded with the TV series "Lotus Tower"), as well as relatively rare co-branded cases in other fields (China Merchants Bank co-branded with Hello Kitty), this paper explores the significance and role of launching co-branded products. It is found that co-branded products have significantly increased the sales volume and income of various brands. Additionally, this paper considers some existing problems in launching co-branded products and proposes corresponding solutions.

Keywords

IP Co-Branding; Milk Tea Co-Branding; Customer Experience; Employee Attitude

References

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