The Impact of Cross-Border Cooperation and Brand Co-Branding on Product Sales and Customer Loyalty

This article studies how brand cross-border cooperation affects customer loyalty and customer numbers. The model of cross-border cooperation between the two brands will be used in this article. This article adopts a qualitative method and selects multiple peer articles for theoretical basis and analysis. Meanwhile, sales data and keywords searched on the sales platform are collected for verification. Because brand cross-border cooperation has the advantages of sharing resource, saving capital, increasing brand topical heat, and accumulating customer loyalty, it can be concluded that cooperative marketing will be beneficial to brand marketing. But at the same time, there are some potential risks in brand cooperation. For example, meaningless cooperation will lead to customer loss. Therefore, brands should try to avoid these problems when conducting cross-border marketing with partners.