随着经济全球化的发展，商业竞争逐渐跨越行业边界创造新的竞争模式，品牌联名应运而生。这类创新的营销模式不仅能迅速帮助新生品牌建立品牌知名度，更能使成熟品牌因为反差和新奇感知收获更多消费者，提升品牌在消费者心中的活跃度。然而，面对我国加强文化软实力和品牌建设的目标，品牌联名战略的影响并不仅是为品牌带来关注度，改进品牌形象等，更核心的是两个合作的品牌之间的意义融合。基于溢出效应，联名战略可以将一方的品牌特性迁移到对方品牌，从而达到重塑品牌意义、激活品牌意义活力的效果。回顾国内外研究可发现，现有研究集中于在品牌联名的影响因素、心理机制、对消费者的购买意愿影响等层面，忽视了联名对的意义融合。因此，本研究将聚焦于品牌意义活力，深入探讨其维度构成，在此基础上编制品牌意义活力量表。首先，通过对相关联名产品网络评论资料的编码分析，本研究建构了品牌意义活力的四维度模型，即审美愉悦感知、消费愉悦感知、圈层文化感知和性价比感知；其次，遵循量表开发的规范程序，得到了具有较高信效度的品牌意义活力量表。本研究扩展了品牌联名理论，深化了品牌意义的本土化研究进程，并为联名产品品牌意义活力相关研究的开展提供了基础性的、科学的测量工具。

With the development of economic globalization, business competition has gradually crossed industry boundaries to create new competition models, and brand co-branding has come into being. This kind of innovative marketing model can not only quickly help new brands build brand awareness, but also enable mature brands to gain more consumers because of contrast and novelty perception, and enhance the brand's activity in the minds of consumers. However, in the face of China's goal of strengthening cultural soft power and brand building, the impact of the brand co-branding strategy is not only to bring attention to the brand and improve the brand image, but also to integrate the meaning between the two cooperative brands. Based on the spillover effect, the co-branding strategy can transfer the brand characteristics of one party to the other brand, so as to achieve the effect of reshaping the brand meaning and activating the vitality of the brand meaning. A review of domestic and foreign studies shows that the existing research focuses on the influencing factors, psychological mechanisms, and influence on consumers' purchase intentions of brand co-branding, and ignores the meaning integration of co-branding. Therefore, this study will focus on the vitality of brand meaning, deeply explore its dimensional composition, and compile the brand meaning vitality scale on this basis. Firstly, through the coding analysis of the online review data of related co-branded products, this study constructs a four-dimensional model of brand meaning vitality, namely, aesthetic pleasure perception, consumer pleasure perception, circle culture perception and cost-effective perception. Secondly, following the standard procedure of scale development, the brand meaning vitality scale with high reliability and validity was obtained. This study expands the theory of brand co-branding, deepens the localization research process of brand meaning, and provides a basic and scientific measurement tool for the research on the vitality of brand meaning of co-branded products.