品牌活化战略下天津老字号品牌IP形象设计及传播路径研究  

Research on IP Image Design and Communication Path of Tianjin Time-honored Brand underBrand Activation Strategy

作　　者：董梦迪 DONG Mengdi(Tianjin College of Commerce,Tianjin 300000,China)

机构地区：[1]天津商务职业学院,天津300000

出　　处：《玩具世界》2024年第9期131-134,共4页Toys World

基　　金：天津市商务经济研究会立项项目“品牌活化战略下天津老字号IP形象设计传播路径研究”(Yjh2024001)。

摘　　要：文章分析了天津老字号品牌的当前挑战和消费者喜好,探讨了品牌活化战略下的老字号品牌知识产权(intellectual property,IP)形象设计,提出了品牌活化战略下天津老字号品牌IP形象传播路径。旨在帮助天津老字号品牌在竞争激烈的市场中重新获得关注并加强消费者情感连接,以实现品牌资产的增值和市场扩展。This paper analyzes the current challenges and consumer preferences of Tianjin time-honored brands,discusses the Intellectual Property(IP)image design of time-honored brands under the brand activation strategy,and puts forward the IP image communication path of Tianjin time-honored brands under the brand activation strategy.It aims to help Tianjin time-honored brands regain attention in the fiercely competitive market and strengthen consumers'emotional connection,so as to realize the value-added of brand assets and market expansion.

关 键 词：IP形象设计 IP形象传播 品牌活化战略 天津老字号品牌 

分 类 号：F273.2[经济管理—企业管理]