When it comes to Tencent, many people will think of the penguin icon, and when it comes to Michelle Bingcheng, it is inseparable from the "Snow King" - when the sexual and interesting IP image of the brand is out of the circle, the importance of brand IP in brand marketing will also be highlighted.
Yuan TsaiIt has been observed that in the past year or two, not only brands have been actively building brand image IP, but also exploring new ways to use itNext, Yuan Tsai will take you to take a look at which brands are gradually making efforts on the road to building IP recently:
First of all, let's clarify what is the image IP we want to discuss. It can be said that image IP, as an important spokesperson of the brand, is a kind of designed, recognizable and personalized virtual image, mainly including virtual people, mascots, etc. It carries the function of making consumers remember the brand and mass communication. For example, the iconic avatar of the old godmother is a real character IP; The villain in the Heytea logo has visual memory points but no personality or story, and it is a symbol IP, which is not in the category of image IP.
So, which brands are building image IP?
First of all, it is a fast-moving consumer goods brand with a sense of life
Looking at the well-known classic image IPs, many of them come from fast-moving consumer goods brands in the food and daily necessities categories.
Foreign ones, such as Qixi, drew their own IP image - Fido Dido as early as the last century, and enriched the image of "line man" through comic books and derivatives;
And Mr. Wittmann's eponymous IP, with the image of a macho man with a toilet stain buster, has created brand recognition.
There is also Fuji, the two cute children "Peko" and "Poko", who are also the originators of the image IP that is deeply rooted in the hearts of the people. And, until 2023, they are still active in the public eye, and they have their own iron fans.
domestic, such as Want Want's "Wangzai". Although the early Wangzai was just a cute brand logo, after Want Want continued to personify it, it has also completed the transition from symbol to image.
More recently, the eponymous IP of Three Squirrels and Jiang Xiaobai was also once highly praised by the brand, so it has a very high public awareness.
It is not difficult to see that lifestyle FMCG brands are particularly fond of creating image IP. This phenomenon is probably due to the fact that such affordable and lightweight FMCG products are not highly loyal to consumers, and people are often dominated by emotional thinking when making purchase decisions. Therefore, brands need to borrow some accessible and recognizable content carriers to have a continuous dialogue with consumers and attract "emotional decision-making".
Secondly, it is a popular Internet brand
Looking at the Internet world from real life, similarly, some Internet brands whose products are integrated into public life also take a fancy to the "people-friendly" nature of IP and are very keen to do IP.
Even, the title of "the brand that loves to create image IP" has to be given to Internet brands. Like Tmall's cat head, **'s Tao dolls, Zhihu's Liu Kanshan, and Xiaohongshu's Captain Potato ......Every IP is all too familiar to young Internet natives.
At the same time, the number of IPs is often linked to the scale and business of the Internet brand. It is with influence and economic strength as the foundation that the brand has the spare strength to exert its strength towards the image IP. For example, Tencent, which has developed in multiple ways, has launched QQ Family. Each IP in the period has its own personality, as well as the overall relationship network and story background. They can not only enrich QQ's content ecology, but also thrive in this ecology.
On the other hand, there are also Internet brands with complex business lines, which use an image IP to restrain their minds. Like Meituan, in recent years, while the mentality of multiple businesses such as errands and bicycle sharing has become hot, it actually has to control the overall situation and establish the brand's positioning as a "little helper for a better life". And the image IP is the spokesperson who can control the overall situation. Therefore, Meituan, which used kangaroos as its mascot as early as 2015, will use kangaroos as the prototype in 2022 to design a smart, capable, enthusiastic and kind personified image IP "Tuan Tuan" to speak for the official.
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The unique affinity of image IP is also needed by some heavyweight brands.
Michelin tires are a good example. Tires were originally a category that was not highly concerned by the public, and Michelin used the three-dimensional and characteristic image IP of "Bib Gourmand" to make people willing to be more patient and curious about it.
There are also everyone's childhood memories "Haier Brothers". They were originally Haier's brand logo, but after the group launched the IP cartoon of the same name at a "loss", they became a well-known national IP, and also allowed Haier Group to earn a content asset of incalculable value. Haier Group's series of large-scale electrical appliances have since become a people-friendly ambassador.
Recently, the emergence of IPs such as Niu Ouou of Central Europe, Nezha Automobile's Denzai, and SF Express's courier brother is the same. Financial transactions, science and technology, logistics ......The business of these heavyweight brands is relatively obscure, and IP images can help them transform public perception and translate communication information points.
The IP of Central Europe** (left) and Nezha Automobile (right).
The image of SF Express
It can be seen that in recent years, the commercial value of IP in the market is gradually expanding, and major brands have begun to gradually attach importance to the influence of IP, hoping to further expand their business territory with the help of IP. In the next issue, Yuan Tsai will take you to talk about how personalized commercial IP plays a role.
Pay attention to "Metastar Private Domain IP" to learn more about the wonderful information of IP.