Research On The Design And Dissemination Of Brand IP Image From The Perspective Of Moe Culture

The continuous integration of Internet technology and traditional industries has continuously spawned traditional industries to innovate their industrial ecology.The industrial revolution and competition led by the Internet have promoted the transformation of brand value.Consumer-centered ' customer-centered ' theory has become the mainstream value of brand communication.At the same time,the high accessibility of Internet technology and the popularity of mass media have spawned a variety of emerging popular cultures in the young generation who constantly pursue novelty.Influenced by the typical Japanese imperial sub-culture of early youth,Meng culture has gradually developed into a localized and emerging subculture.The social psychology,aesthetic preference and consumption habits of its cultural groups have formed new characteristics under the mult IPle effects of social and cultural transformation and economic and technological development.In such a background,the brand IP image with budding elements arises at the historic moment.How to make more diversified innovation based on the new needs and preferences of consumers in the form of relevant strategies and design application methods based on its design and communication has become a research topic that should not be ignored.Therefore,how to make more innovations according to the new needs and preferences of the new consumer groups of new subjects based on the relevant strategic forms and design and application methods of the brand IP image constructed based on the combination of Meng Culture has become the research focus that should not be ignored.Through the research on the design and communication of the combination of Meng Culture and brand IP image,this paper takes the research on the related concepts of Meng Culture and brand IP image as the breakthrough point,and studies the origin,localization and internal and external factors that promote business development after the combination of Meng Culture and consumer culture.At the same time,it studies the connotation and characteristics of the definition of IP image,and establishes the independent characteristics of brand IP image different from traditional brand mascots,which lays a theoretical foundation for further research on the value of the combination of Meng Culture and brand IP image.This paper will explore the design characteristics of the IP image of the budding brand in the current environment and its application advantages and values in the market brand communication,and try to explore the communication direction of the IP image of the budding brand in the current environment in the brand communication.In order to focus more on the research topic,this paper selects the classic candy brand rabbit brand to sort out the context and dilemma of its brand development,and explores the possibility of the image of rabbit brand IP in the market.Combined with the analysis of the brand and the research on the relevant audience groups of the brand,the prominent brand characteristics of the brand and the user's cognition and recognition of the brand are summarized,and the theoretical basis of design and communication strategy with reference value is deduced.Keywords : Moe Culture Brand Design IP Image Rabbit Brand.In the research of this topic,combined with the previous analysis,investigation and exploration,this paper summarizes the construction and development path of the high-quality and successful IP image of the budding brand,and attempts to analyze and produce relevant strategies for the design and dissemination of the IP image of the budding brand with certain universality and operability.Based on the summary of the strategy and the previous research and analysis of the brand of rabbits and related audience,taking the brand of rabbits as an example,the design practice of the embryonic IP image of the brand of rabbits is carried out,and the design practice tries to confirm the previous research and strategy output.Through indepth excavation of the design principles,methods and paths of the IP image of the budding brand in the design process,combined with the needs and preferences of consumers,this paper discusses the new development possibility of the IP image of the budding brand as a new high-quality brand available carrier in brand design and communication.