Research on the Communication Strategy of Artists' Co-branded Brands

Abstract

In recent years, with the development of the Internet and the transformation of the consumer market, brand development is no longer limited to the full-time designers hired but to cooperation with artists, applying the representative artistic features of artists to brand products, and realizing brand products. While diversification develops, it increases the wide dissemination of artists' works. Among them, installation art, as a part of modern art, is widely used in the decoration and promotion of brand products because of its unique immersive art experience. This article studies and analyzes the communication strategies of artists and brands from various aspects of the era phenomenon of artist co-branded brands, hoping to bring inspiration to the widespread communication of artists, brands, and their co-branded products.