品牌重塑路径研究--以电影《芭比》为例  

Research on Path of Rebranding:with Movie"Barbie"as an Example

作　　者：张悦[1] 张帆[1] ZHANG Yue;ZHANG Fan(Beijing Institute of Technology,Beijing 100081,China)

机构地区：[1]北京理工大学,北京100081

出　　处：《包装工程》2024年第8期416-423,共8页Packaging Engineering

基　　金：北京市社科基金重点项目(SZ201810050024)。

摘　　要：目的通过探索电影《芭比》IP与母公司品牌重塑双向赋能的路径,研究如何将电影IP与母公司品牌进行有效整合,实现双向赋能,以期对我国电影衍生产业完善与品牌的建设有所启示。方法通过对芭比品牌变迁的比较分析及对“芭比”万物互联的IP营销进行归纳,运用案例分析法,挖掘芭比品牌跨业态合作联动的整体策略。结论通过研究64岁的长寿芭比品牌“打破桎梏、勇往直前”的历程发现,其在电影中强调了芭比IP文化内核与观众的情感共鸣,借助当今新兴社交媒体更有效地推广老牌IP,并将其IP授权延伸到不同领域以获得成功。芭比品牌文化的成功给业界以借鉴,“将自己的文化变成流行文化”,只有坚持不懈地进行创造性转化,品牌产品才能被世界所认可、被广大消费者所接受。The work aims to explore the path of two-way empowerment between the movie"Barbie"IP and the parent company's rebranding,and study the ways to effectively integrate the movie IP and the parent company's brand to realize two-way empowerment,with a view to shedding light on the improvement of China's movie derivatives industry and the construction of the brand.Through the comparative analysis of Barbie's brand evolution and the generalization of"Bar-bie's"Internet of Everything IP marketing,the overall strategy of Barbie's cross-industry cooperation and linkage was ex-plored.Through exploring the history of the 64-year-old longevous Barbie brand's"breakage of shackles,and courage to go forward,"the film emphasizes the cultural core of the Barbie IP and the emotional resonance of the audience.With the help of today's emerging social media,the old IP is more effectively promoted,and the IP licensing is extended to differ-ent areas to get success.The success of Barbie brand culture is a reference for the industry to change"their own culture into popular culture".Only through unremitting creative transformation,can brand products be recognized by the world,accepted by the majority of consumers.

关 键 词：电影《芭比》 玩具IP授权 跨界创新 万物皆可联名 

分 类 号：TB482[一般工业技术—包装工程] J516[艺术—艺术设计]