Research On The Design And Communication Of Animal Image IP In Brand Building

In recent years,the domestic cultural IP with film and literature as the main force has been highly sought after in the consumer market.The Internet industry has joined the boom of developing cultural IP,hoping to open up a unique cultural development path.Although China is in the cultural IP market,the mode of developing the pan-entertainment IP industry chain with literary works as the source is too single and the life cycle is not long.In the long-term development,the development of original IP is the key.Based on the theoretical basis of semiotics,brand design,and communication,this research focuses on the design operation and communication mode of “Ali Zoo” original IP in the background of Alibaba's corporate brand building,and explores its potential to become a domestic super IP.In the "Ali Zoo" IP "culture + image + operation" three-stage development design model,this article incorporates the Cap Ferret brand recognition prism,emphasizing the concept of making full use of design "things".The model relies on cultural factors such as Alibaba's corporate culture,social universal values and the values of 28 brands.Deconstruct analysis from image design elements such as style,color,and design techniques,and clarify the logic of cultural and image reorganization;in the market operation stage,borrowing from the Disney,Marvel IP operation mode and the brand joint operation mode of “Ali Zoo” IP,creatively put forward the operation mode of “content + media + technology + product +industry-linkage”.Finally,based on the interactive cycle brand communication characteristics supplemented by the "things" design theory,combined with today's people's consumption philosophy and Alibaba's big data technology,this article builds a unique communication model for “Ali Zoo”IP,and explores the brand value that this communication model brings to Alibaba.