from the beginning of last year, the word "IP" has become a hot, indiscriminate street words. However, how many people understand the true meaning of IP? A simple question: what is the difference between the IP and the brand to tell you that in the future, IP manager award winning brand manager……
a, IP and brand
from the beginning of last year, the word IP is hot, and in the year of " O2O" " Internet thinking, become " " only know, I do not know why " " indiscriminate street ". However, how many people understand the true meaning of IP? A simple question: what is the difference between IP and brand
let’s take a look at what IP (Intellectual Property) is. There are many versions of the explanation, in general:
first, IP is invisible. IP reflects the values, outlook on life, world outlook or philosophical meaning, it will eventually produce a cultural and emotional resonance with people. So, it also broke a misunderstanding, many people think that IP is a novel, a song, a movie or a person and other specific cultural and creative forms. The creation of IP is the creation of these specific forms. However, these forms are only carriers of IP. People through these " morphological " understand the kernel of IP release.
secondly, IP is eternal. IP containment is a universal value; therefore, a meaningful, strong IP will not die out. In other words: novels, movies, music and other specific forms of bearing IP will be withdrawn from the stage of history because of the shift of the hot spots and the changes of the times, but the IP is permanent. For example, the most classic case: diffuse " American captain " was born in the 40s of last century, when " captain " the content of its background, and now very different. However, " the captain of the United States " bearing the diffuse Wei " hero world outlook " but never change, die.
and China’s " journey to the West ". Over the years, around " journey to the West " " Buweijianxian world outlook, " output film, TV, games, there are still several good.
finally, IP has a strong penetration, ductility. We say " pan entertainment ecology " is a powerful IP in the novel, animation, comics, games, movies, TV series, drama and so on various forms of cultural creativity