This essay provides a comprehensive literature review on brand co-branding, aiming to summarise and analyse the impact of co-branding on the brands themselves and on consumers’ purchasing tendencies. In recent years, product co-branding between enterprises has become an important marketing tool, and its impact has been widely reflected in the social, economic, and marketing sectors. This review encompasses a number of key aspects in the field of consumer psychology and marketing, such as refined population profiling and emotional marketing strategies. First, this essay reviews the historical development of brand co-branding and analyses the successful case of brand co-branding between Ruixing Coffee and Guizhou Maotai. At the same time, this essay also highlights that the back of co-branding is to analyse consumers’ purchase motivation. Secondly, the essay analyses the challenges faced by the brand co-branding model through the co-branding cases of Light and Night Love and Holliday, and Ruixing Coffee and Black Myth: Wukong, which include product innovation and consumer fatigue with ‘co-branding’. Finally, the paper examines the success factors of the co-branding approach, including the quality of the co-branded product, the price of the co-branded product, the inventory of the co-branded product, and the planning of the co-branding. The paper concludes that co-branding will continue to play an important role in marketing.
