摘要
近年来,物质文化的丰富激发了人们对基本生活资料之外的流行文化的关注,品牌文化的强化加之互联网的推波助澜更是推动了IP形象的生成。一个好的IP形象已经日渐成为成功品牌不可或缺的要素之一。文章拟通过调研和分析如今几个成功的咖啡品牌IP形象,来寻找IP形象与品牌自身更好结合的途径,并最终将这一方法及原则运用到咖啡品牌的IP设计与传播中,希望通过IP设计为品牌获得更大的市场活力。
In recent years,the enrichment of material culture has stimulated people's attention to popular culture other than basic living materials.The strengthening of brand culture and the fuel of the Internet have promoted the generation of IP images.A good IP image has gradually become one of the indispensable elements of a successful brand.This article intends to investigate and analyze the IP image of several successful coffee brands today to find a way to better integrate the IP image with the brand itself,and finally apply this method and principle to the IP design and communication of the coffee brand.Hopefully Gain greater market vitality for the brand through IP design.
作者
刘彦希
张大鲁
LIU Yan-xi;ZHANG Da-lu(Soochow University,Suzhou,Jiangsu,215123)
