Research On IP Design And Application Of Primary School Campus Culture Brand From The Perspective Of Brand Experience

It is the trend of the times to comprehensively strengthen and improve the construction of campus culture in the new era,and to build a campus culture brand with distinctive characteristics.However,due to the lack of theoretical understanding and practical experience,the development misunderstanding of emphasizing adult-oriented,material construction and blunt imitation in the construction of primary and secondary schools’ brands is poor in brand competitiveness.Therefore,it is urgent to establish a brand from the perspective of students,show the brand characteristics with cultural construction and show the brand characteristics from the inside to get out of the misunderstanding.The integration of experience economy and campus cultural brand IP in the new consumption era can not only create the uniqueness of cultural connotation,but also meet the needs of children’s growth with high-quality content such as teaching,visualization and knowledge,enhance students’ personalized growth in a multi-perspective way,and help create characteristic school brands to build competitiveness.This paper comprehensively uses the methods of literature research,field investigation,questionnaire and case analysis,taking the development of primary school campus cultural brand IP as the research content,and analyzes and studies the campus cultural brand IP from the perspective of brand experience,in order to seek the IP development and design methods and strategies of primary school campus cultural brand under brand experience.Analyze the current social background,industry background and design trend,summarize the current situation of relevant theoretical research at home and abroad,clarify the research purpose and significance of the subject,and clarify the research process and framework of the subject.Excavate and screen campus cultural resources for brand IP design transformation,conduct research and analysis on target consumers,sum up core opportunities,put forward the development and design strategy of primary school campus cultural brand IP based on Schmitt’s fivedimensional brand experience theory,build an operation mode suitable for the integration of IP and various media in primary school campus cultural scenes,build a brand IP ecosystem,create an interactive and differentiated IP ecosystem,and promote consumers’ campus cultural brand experience.In this paper,the effectiveness of the IP development and design amplification and design strategy based on brand experience theory is verified by the brand IP of Kitty Hawk Pioneer of Hangzhou Qiushi Education Group.Combine campus culture to develop IP image system,campus brand experience activities,campus visual space,tide play,cultural derivatives,etc.,and combine multi-dimensional and multi-media applications to give consumers diversified experiences and high-quality visual aesthetics,so as to create differentiation for the campus brand of Hangzhou Qiushi Education Group and enhance its core competitiveness.