I once read a report in South Korea's "Asian Economy" that brand cross-border joint branding is becoming a "routine action to break the circle" in order to raise attention. In order to attract consumers, many beverage companies cooperate with well-known brands to launch joint-name products. For example, Starbucks recently teamed up with a well-known Korean women's group to launch new drinks and limit the surrounding areas.

Co-branded products were launched in nine Asian countries including Korea, including mugs, thermos cups, aprons and yoga mats.

In Japan, cross-border brand co-branding has also penetrated into major consumer sectors. I also read a report in Japan's Asahi Shimbun. This year, the film adapted from the famous comic "Slam Dunk Master" was very popular, and then a wine named "Mitsui Life" appeared in the Japanese market. This wine was flooded with orders as soon as it went on the market, which shows the high popularity of the cartoon character Mitsui Hisashi.

In recent years, Japanese brand co-branding cases are common, and "Mitsui Hisashi Shou" wine is only the latest successful case. For example, Uniqlo, a clothing brand owned by Japan Fast Retailing Company, cooperated with American hip-hop artist KAWS to print the classic cartoon doll "Companion" series designed by KAWS on clothes and backpacks. In addition, Uniqlo also signed a joint contract with the famous Japanese anime image "Doraemon".

As far as I know, there are also many successful joint cases in the field of catering. This year, for example, McDonald's in Japan cooperated with the popular cartoon One Piece to launch a limited edition of hamburgers and French fries. Japanese McDonald's also launched toys jointly with another popular cartoon, Bao Meng Ke, including Pikachu Taigu and luminous fairy ball lanterns. According to the website of Japan's Auto Watch, Nissan Motor Co., Ltd. launched a limited-edition product-Nissan× Be @ rbrick toy building block bear on the occasion of its 90th anniversary.

I think there are four reasons why enterprises are keen on co-branding: first, they can break the inherent image and strengthen brand awareness through reform; Second, according to the different partners, establish a new consumer network; Third, cooperative brands can complement each other and are expected to develop the same value; Finally, co-branded products are scarce, and brands can promote sales on this basis. Cooperation between enterprises in different industries and fields can provide consumers with unique experiences. Social networks have also contributed to cross-border co-branding, and many consumers will share their fresh experiences on social networks. For the company, this is equivalent to a kind of "communication" marketing.

I think this is a win-win situation. Who can not love it?