当品牌走向跨界:联名趋势、传播逻辑与合规考量

品牌跨界合作(co-branding) 长期以来一直是品牌合作的重要方式。成功的跨界营销往往能够激发意想不到的化学反应,让消费者产生持续的兴趣与情感连接。


近年来,品牌跨界合作(co-branding)已从早期的"噱头式营销"演进至以"生态共生"为特征的新阶段。跨界不再只是简单的流量叠加,而逐渐成为一种更深层次的文化共创与价值表达:品牌通过具有反差感的跨行业组合制造社交话题与传播张力,将一次性的营销行为转化为更具延续性的品牌协同与价值认同。


本次活动将邀请来自公关与法律领域的专家,分别从传播与合规视角分享跨界 co-branding 的最新趋势、专业洞察及潜在法律与合规风险。同时,我们也将邀请品牌方代表,从企业实践角度分享真实案例与经验。欢迎各类面向消费者的企业参与讨论与交流。


活动详情:

  • 活动形式:线下 & 线上
  • 活动时间:2月9日(周一)下午3:00 - 5:00
  • 活动语言:中文
  • 联系方式:Dandan Li, dli@amchamchina.org; Lola Wei, lwei@amchamchina.org


注意:

  • 本次活动需提前注册
  • 请使用您的公司邮箱进行报名

Agenda

3:00 PM - 3:05 PM
签到
3:05 PM - 3:35 PM
公关传播策略洞察分享
3:35 PM - 4:00 PM
法律合规要点解析
4:00 PM - 4:15 PM
企业案例分享
4:15 PM - 4:35 PM
Q&A

Speakers

  • Anna E (Public Affairs Director of Mars China)

    Anna E

    Public Affairs Director of Mars China

    Anna E is the Director for Public Affairs of Mars China. She plays a key role in Mars’ efforts to build and grow strategic partnerships with key public stakeholders at both central and local levels, conduct policy advocacy in key categories Mars operates in, formulate public policy strategies, and protect and promote Mars’ corporate reputation.

    Anna joined Mars in 2004 as a General Management Trainee. She has worked across different aspects of the business before taking up the Public Affairs role.

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  • Changying Liu (Deputy Director of International Business Department, Partner at Tahota Law Firm)

    Changying Liu

    Deputy Director of International Business Department, Partner at Tahota Law Firm

    Ms. Changying Liu has been heavily involved in complex commercial litigation/arbitration and Entertainment law-related matters. She has represented domestic and foreign clients in arbitration cases in major international arbitration centers.

    Ms. Liu is a member of the Specialist Mediator Panel of SIMC.

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  • Yang Xu (Head of Brand at Edelman China)

    Yang Xu

    Head of Brand at Edelman China

    Yang is a highly accomplished senior expert in brand marketing and public relations, currently serving as Senior Vice President at Edelman. With a focus on lifestyle sectors, she brings extensive expertise and experience to her role.

    With over 20 years of experience in marketing communication and public relations in fashion, luxury, beauty and entertainment sectors, Yang has demonstrated her versatility and excellence in the field. She has also handled exclusive event projects, including event design and holistic operation and management for APC CIIE, Ferragamo Gala Dinner, OMEGA Gala and other brands’ grand launch events in China.

    Joining Edelman’s Consumer Practice in 2025 as an SVP, Yang quickly established herself as a leader in the field. Her deep knowledge of marketing communication and public relations, coupled with strong industry relationships in fashion, luxury, beauty, lifestyle, and general consumption, have been instrumental in driving successful campaigns for top companies worldwide.
    Before joining Edelman, Yang served as the Consumer Lead in Beijing at Weber Shandwick.
    Throughout her career, Yang has been actively involved in various PR communication and marketing activities, working with renowned brands such as OMEGA, Salvatore Ferragamo, Tiffany & Co., Galeries Lafayette, Universal Pictures, Airbnb, Anta Group, Microsoft, Amore Pacific, SEPHORA, Levi’s, Apple, Nestlé, Starbucks and more. Her ability to deliver impactful campaigns and her exceptional understanding of client needs have consistently positioned her as a trusted partner.

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Tickets

线上会员票
Standard Price RMB 150
线下会员票
Standard Price RMB 150
线上非会员票
Standard Price RMB 450
线下非会员票
Standard Price RMB 450

Venue

WeWork, Pacific Century Place

Floor 5, Gate 5, Pacific Century Place,
2A Workers' Stadium North Road,
Chaoyang District, Beijing, 100027 北京市朝阳区工体北路甲2号,盈科中心5号门5层。 邮编100027

Beijing, Chaoyang District, China

If you have any questions please contact Lola Wei

Contact Organizer

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