Research on Brand IP Shaping in the Era of Brand Personification — Taking Disney’s Cultural Industry as an Example
Authors
Lu Wang, Yujia Zhai
Corresponding Author
Lu Wang
Available Online 11 September 2021.
- DOI
- 10.2991/aebmr.k.210909.048How to use a DOI?
- Keywords
- Brand personification, Disney, Cultural industry
- Abstract
This paper studies the brand IP shaping of Disney’s cultural industry in the era of personification from the four dimensions of content, channels, methods, and effects, and elaborates how to use IP resources to develop into the successful secret of IP shaping of the global entertainment kingdom brand in the process of Disney’s cultural industry IP entire industry chain operation model. At the same time, this paper also analyzes the shortcomings and improvement strategies.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Lu Wang AU - Yujia Zhai PY - 2021 DA - 2021/09/11 TI - Research on Brand IP Shaping in the Era of Brand Personification — Taking Disney’s Cultural Industry as an Example BT - Proceedings of the 2nd International Conference on Management, Economy and Law (ICMEL 2021) PB - Atlantis Press SP - 326 EP - 332 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210909.048 DO - 10.2991/aebmr.k.210909.048 ID - Wang2021 ER -