Research On The IP-based Design Strategy Of Brand Image For The Fan Economy

With the rapid development of high technology and the continuous penetration of integrated media into the consumer market,the market for the development of IP is becoming increasingly active and the scale of traffic has grown significantly.Users' high pursuit of spiritual values has provided more opportunities for the rise and development of fan economy.Faced with a fast-changing market,a wide range of brands and serious homogenisation,companies need to promote their brands through constant content updates and maintaining interaction and connection with consumers.The IPisation of brand images offers more possibilities for brand communication and can give more brand value,which can be better translated into commercial value when combined with the operation of fan economy.The aim of this project is to improve the methodological research in the construction of brand image IP and to propose corresponding design strategies.The research is based on the "IPization of brand image" and the consumer behaviour model theory is used as a guide to optimise the strategy generation.Firstly,we conduct an in-depth study on the development model of fan economy,summarising its origin,characteristics and values based on the existing literature and case studies;secondly,we conduct an in-depth study on the factors affecting the IPization of brand image,analysing and classifying the characteristics of users and investigating their preferences for brand image construction and contact methods in terms of emotion and experience;then,we combine the consumer behaviour model to Then,based on the results of the research,we summarised the design strategies for "brand image IPisation"based on two aspects: brand image personification and brand content production,and a large number of classic cases."Finally,in order to verify the feasibility and effectiveness of the strategy,the "Lao Gan Ma" brand was selected as an example for design practice and evaluation of the design solution,based on the design strategy and user research.