The Impact Of Co-marketing On Brand Extension Based On Clothing Brand

After studying, comparing the brand extension theory and the co-marketing theory both in China and abroad, this dissertation studying on the impact of co-marketing on brand extension based on clothing brand. Through empirical research study, this dissertation confirmed the positive correlation relationship between the co-marketing and brand extension strategy. Also trying to prove the significant impact of co-marketing on brand extension by case study, which is the cases that both Chinese and overseas clothing brands using co-marketing strategy to stimulus the brand extension strategy. Besides, this dissertation brings up some ideas of the way of international fashion brand building strategy, based on the development of modern science and technology.Innovation points of this dissertation are as following:First, Exploring the new direction of studying the relationship between the co-marketing and brand extension. And also brings up the positive impact of co-marketing when fashion company starting brand stretching. Because of the advantage of flexible, low cost, low risk, co-marketing strategy can brings to brand extension strategy, which based on the co-marketing, lots of benefit. Second, it is the fashion industry that this dissertation specifically focuses on. Through case study of the co-marketing and the brand extension strategy from the well-known brands at home and abroad, this dissertation comes up with several strategies for Chinese clothing brand to get eventually into international market.