| The concept of brand has been put on great emphasis after tens of years development, and now it has been thought as a kind of assets. At the same time, there are various relevant brand marketing communication theories, methods and strategies. Among them, brand marketing communication is a recently shinning flower: delicate originality, tri-dimensional contact and brand-new consumer experience, constantly creating and meeting consumers' high level demand and all-around demand,which is blooming in all walks of life.Crossover is a word derived from basketball, whose original meaning is cross dribble under thigh, and was brought into fashion industry at recent years, becoming prevailing for being uesed in brand marketing. Crossover includes two points: one is cross, which means brand break its own industrial boundary, the other is merging, which means brand cooperates with others to create new value, or bring in new element to enrich brand content and create new customer experience. Brand crossover emerged against the integrated background. The key points of integrated marketing has changed from product and service to meeting consumer demand, from traditional 4P to polular 4C, from one-way information delivery to interactive communication. All of these are the results of brands' active adjustment to face the changing market, the reform to traditional marketing theories and a new kind of thought on brand marketing.Brand crossover marketing can be widely applied, and the concret form is various.Brand practices breaking field boundary, creating new value and new experience, which enriches brand content and improves brand image. It can not only enlarge brand influnce, elevate brand value,enhance brand freshness, but also build the fine interactive relationship between brand and consumer. Therefore, when brand implement crossover marketing strategy, it should plan and integrate from strategy's point of view, creating brand value and improving brand strengh, as well as deeply research consumer demand and market environment to meet consumer's new demand at the properate ocassion with delicate oringinality. |
