“互联网+”时代品牌IP化的应用

Application of IP-based Brand in the Era of “Internet plus”

在“互联网+”的时代背景下,品牌不断寻求更好的发展,开始打造或优化自身的形象。IP形象在品牌传播方面有着得天独厚的优势,不仅能让用户快速建立品牌识别,而且具备更多元化的传播渠道。随着“互联网+”进入高速增长时期,“一鱼多吃”的IP打造方式被深度挖掘,各大品牌也不断探寻和创新IP的应用模式,不仅运用卡通萌宠形象,打造专属品牌IP,而且跨界融合,构建联名品牌IP,甚至打通线上线下渠道,拓展品牌产业链。与此同时,IP的定义及表达方式已经升级,品牌IP化是大势所趋。

In the era of"Internet plus",brand is constantly seeking better development and starting to create or optimize its image.IP image has a unique advantage in brand communication,which not only enables users to quickly establish brand identity,but also has more diversified communication channels.With the"Internet plus"entering the period of rapid growth,the IP way of creating"one fish eat more"is deeply excavated,and brands are also constantly exploring and innovating the application mode of IP.They not only use cartoon cute image to create exclusive brand IP,but also make cross-border integration,build joint brand IP,even open up online and offline channels,and expand brand industry chain.At the same time,the definition and expression of IP has been upgraded.IP-based brand becomes a trend of times.