Research On Brand Alliance In Advertising

Following the fierce market competition, enterprises are facing increasingly fierce competition, in which case a new marketing strategy --brand alliance should be shipped produce. Brand alliance is a new form of marketing, advertising in the form corresponding brand alliance. Brand alliance advertising as an effective means of using their own advantages and integration of media resources for information dissemination joint enterprise, to convey to consumers more and more effective information and symbols. In practice, the brand alliance and brand alliance advertising to the enterprise a good market returns and enhance brand awareness of cooperation, allowing companies to grow rapidly. At the same time, there are some potential risks of brand alliance advertising: the risk of branding alliance advertising products not match, the risk of non-opportunistic behavior, risk of opportunistic behavior and brand the negative spillover effects joint advertising. The face of the brand alliance and brand alliance advertising problems scholars began to think and conduct research them.Analyzing the social cognitive psychology memory theory in the thesis ,analysis of the brand alliance advertising's unique mode of transmission and dissemination of results, prudent use of social theory to explain the negative brand alliance advertising spillover effects, use of economics in the "potato effect" principle, to explore ways to solve the brand alliance and brand alliance advertising in the existence of "Trojan horse" phenomenon. From the perspective of different disciplines to explore issues and explore ways to solve the problem principle. Paper also used a comparison analysis, the phenomenon of analysis, case study analysis and empirical analysis and case study method of combining. The main thread is: brand, brand alliance, brand alliance advertising and other basic concepts of branding to sort out, on this basis, jointly launched the brand used in advertisements of the study brand alliance advertising, mainly through China Unicom and iphone 3G brand alliance advertising case studies, the significance of brand alliance advertising, potential risks, and the brand's unique mode of transmission of the brand alliance advertising and so on. The end of this brand alliance advertising development of the pros and cons of existing views on forward their views to look forward to brand alliance and brand alliance advertising for businesses to better consumer service.Through the study found that brand alliance can be accepted by the public advertising, and will play a very good advertising campaign. And compared to traditional single-brand advertising will leave a deeper impression on consumers. And compared to traditional single-brand advertising will leave a deeper impression on consumers. If the strategy---- brand alliance advertising is used properly, the advertising effect than the single effect of brand alliance advertising to be significantly.