Discussion On Co-Branding Strategy For Shanghai Textile And Garment Industry

Based on the theory of co-branding, competitive advantages and categories of brand alliance strategy are elaborated in this paper. Through the analysis of current situation and disadvantages of brand development of Shanghai textile and garment industry, with the specific case of Shangtex's brand alliance strategy, measures and suggestions on how to make co-branding strategy scientifically and rationally are provided for Shanghai textile and garment industry in three aspects of horizontal co-branding, longitudinal co-branding and association with dealers.