| With the development of digital technology and the rise of social media,the brand-centric power pattern of brand communication has been broken,and consumers have been given the right to dominate and more power of discourse.The new generation of consumers,formed by the post-90s and millennials,has shown a very different consumer culture and preference.They are more concerned about the spiritual added value of the product than the physical function of the product;in addition,they constantly emphasize their own personalization and self-interest while expressing a strong demand for emotional companionship and emotional care for others.Therefore,how brands should break through the scattered information war,quickly reach the target consumer groups and deepen their brand awareness has become a thorny issue for brand communication.In this context,the brand IP strategy was conceived.Brand IP strategy is a brand building method with the thinking of IP construction and communication.In the brand IP strategy,thinking the brand as the IP,therefore the brand has high-quality content resources to attract consumers and form emotional resonance with them,and has sustainable value realization ability.Currently,China’s beer market as a whole is moving towards high-end,and consumers’ consumption of new categories is actually based on the brand influence,in addition,high-end is an effective way for beer brands to enhance their value space.The author is concerned that Tsingtao Beer,as a century-old national beer brand,still maintains its brand vitality and has shown strong brand appeal in both the domestic and international consumer markets,which has been the top brand value in China’s beer industry for 19 consecutive years.At the same time,against the backdrop of the premiumization of the beer industry as a whole,Tsingtao Beer has played a leading role to achieve a high-end brand image and further enhance its brand value.This shows that Tsingtao Beer has evolved into a brand IP with strong market appeal and the ability to transform brand content into brand value.Therefore,the paper adopts the content analysis method from the theory of value co-creation and extension,and takes the official Weibo account’s postings of Tsingtao Beer as the research sample,combined with brand events and important brand literature,to research and analyze the brand IP strategy of Tsingtao Beer.The study found that Tsingtao Beer builds its brand IP through IP personality shaping,IP content generation,brand interaction co-creation and brand value extension.Through the presentation of brand positioning,brand story and inner values,Tsingtao Beer builds its unique brand personality and sets the tone of brand recognition;IP content generation is the key part of brand IP of Tsingtao Beer,with content differentiation and emotional narrative based on brand values,unique brand content builds market barriers and emotional narrative achieves empathy with consumers;IP interactive co-creation includes two factors:the brand communication based on consumer insight and consumer involvement.Tsingtao Beer maximizes the release of brand communication through integrated communication chain,celebrity effect and cross-border marketing.At the same time,it creates more experience scenes online and offline to engage in interactive dialogue with consumers and attract them to participate in brand co-creation.Finally,Tsingtao Beer extends its brand upward,increases the high-end track,and extends the brand industry chain and value chain by integrating multiple industries,finally building the brand ecology and promoting the brand value chain to feed the brand IP back,so as to realize the long-term vitality of the brand IP.Based on the case of Tsingtao Beer,the study recreates the process of building the brand IP of Tsingtao Beer by analyzing the details of each loop,and summarizes the universal path to realize the brand IP,which can provide some reference for other brands to build and communicate,so as to renew the vitality of the brand and consumer market. |
