Research on Brand IP Shaping in the Era of Brand Personification — Taking Disney’s Cultural Industry as an Example

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/).

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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  -