品牌联合策略是一个新兴的营销策略，目前上百家有前瞻性，规划性的公司通过品牌联合来扩大营销规模和影响，结合新科技，通过扩大经营规模，降低成本来刷新企业的形象。根据麦肯锡咨询公司的统计，1994年世界范围内企业联合的数量——包括品牌联合公司，以每年40℅的速度增长，涉及数百万美元的资产。 随着经济和社会的发展，消费者对品牌的要求度越来越高，因此采用一个什么样的营销策略把自己的品牌推广出去就显的由为重要，而品牌联合策略的推广，正好符合当前消费者的口味和需求，以IPOD为例，苹果公司采用品牌联合策略所带来的市场销售额的提升，一方面迎合了消费者的口味，另一方面也体现了采用品牌联合策略所带来的成效。因此，品牌联合策略能否广泛成功的推广，都以消费者的需求出发，根据企业制定出合理的企业营销战略，为企业在市场竞争中提高竞争优势、形成核心竞争力具有十分重要的指导意义。

Brand alliance is a new marketing strategy. Hundreds of forward-looking companies are trying to expand their business scale and impact by doing brand alliance and refresh themselves by lowering prices using new technologies. As the economy and society develop, consumers become more and more dependent on brands. Therefore it is very important for a company to show its brand to consumers and have it remembered by a certain business strategy. Brand alliance is just such a strategy that fits consumers tastes and needs. For example, with ipod the Apple company greatly increases its market share by doing brand alliance, while it also enhances its business in PC and cell phones at the same time. Therefore it all depends on consumer needs whether or not the brand alliance strategy can be extended to other businesses. It has important guiding significance for a company to make a reasonable business strategy so that the competition predominance can be increased and core competitiveness can be formed.