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Abstract: |
From the perspective of Brand Economics, this paper analysis on The Mechanism of Co-branding, to the partner-brand of low credit degree, the Co-brand can improve its Brand Credit Degree ,thus reduce consumer’s choice cost and increase the price or expand sales; to the partner-brand of high credit degree, the revenue from economies of scope, brand authorization and other income, can be compensation for the loss of products market, which can be brought by the dropped Brand Credit Degree. This paper has proved that: Co-brand and its partner-brand has spinoff effect; the Category Conform Index has more effect than partner- brand Credit Degree on the Co-brand; to the partner-brand of high credit degree, the strategy of Co-branding can bring down its Brand Credit Degree.
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