Brand linkage is one of the key research topics in marketing field. Researchers have found that brand linkage can effectively enhance brand awareness and market influence, but there is still a lack of unified explanation about its specific impact on the behavior of different consumer groups. Therefore, this study explores the impact of brand linkage on consumer behavior, with a particular focus on the case of Disney-Lego co-branding. The research reveals the importance of brand linkage in enhancing brand awareness and market share. While improving brand awareness and market share, brand linkage has a significant impact on consumers’ consumption decisions, especially children and adolescents. In order to analyze the brand linkage between Disney and LEGO in detail, this study uses the method of case study to reflect its market performance, brand strategy and influence on consumers from multiple perspectives. The partnership between Disney and Lego has successfully attracted wide attention, leveraging the strong brand influence of both parties to create diverse products and experiences. In addition, the study explores how brand strategies can enhance consumer engagement and loyalty through shared values and goals as well as objective limitations and perspectives for future research.
