1. The advantages of adopting joint brand strategy for enterprises are: greater appeal to consumers, creation of greater brand assets, expansion of new product categories, and more conducive to market development.

2. The adoption of joint brand strategy has many benefits for enterprises. Two brands in the joint brand have advantages in different product categories, and the integrated brand will have greater appeal and brand equity for consumers; Co-branding strategy can also enable enterprises to expand their existing brands to new product categories. Without the form of co-branding, it will be difficult for them to enter new markets.

3. Brand alliance can be divided into broad sense and narrow sense. Brand alliance in a broad sense is a form of cooperation formed by two or more brands on the basis of customers and by retaining the brand names of all participants. A legal participant is an independent entity whose purpose is to establish a new product, service or enterprise. Brand alliance in a narrow sense is to produce a unique product or service through one or more brands. A brand can use other brands to improve its social endurance and achieve the effect of "1+ 1 >: 2", which reflects the mutual cooperation between enterprises.

：

The role of joint brand strategy in enterprise competition;

1) Improve the input-output benefit of enterprises: the cost of brand alliance is shared by all partners, which reduces the marketing investment of all partners, but at the same time it may achieve better results.

2) Reduce the risk of entering new markets: Brand alliance can help brand owners enter new markets. The new market may be a new country or region that the brand feels unable to enter. Even those big brands may find the challenge of entering unfamiliar markets daunting, so they will decide to seek the support of a well-known local brand to maximize their chances of success.

3) Increase new consumer groups through the popularity of cooperative brands: some manufacturers put their discount coupons of unsalable brands into the packaging of best-selling brands and send them to consumers.

4) Promote technological progress: In many high-tech industries, it is quite common to complete a more ideal final product through technology superposition between companies.