A Study on the Design of Brand IP（Intellectual Property）in the Character Economy

With the emergence of various economic models and the development of mass consumption, a new model of development, the character economy, was born in the 1970s. With the birth of this new economic model, characters no longer exist in anime, film, comics and other vehicles, but enter the market as products themselves. The biggest difference between characters and general commodities is that they have both social and economic attributes, and satisfy the spiritual needs of consumers to a greater extent. Brand IP (i.e. brand intellectual property) becomes IP by shaping the brand personality, using the content to create an emotional connection with the users and then carrying out valuable interactions, and winning the users' love and followers; under the character economy, the users are more and more willing to consume for the cultural value and connotation, and the growth of the revenue of the character economy can not be separated from the increase of the users' demand. This paper takes brand IP as the research object, and based on the theoretical foundation of the predecessors, it launches the research on how to boost brand growth through brand IP design and promote the synergistic operation of brand IP and brand. In this paper, the concepts and relationship between character economy and brand IP are theoretically sorted out through literature research method, followed by comparative analysis of excellent brand IP cases selected from three countries, namely the United States, South Korea and Japan, through comparative research method. Starting from the users' emotional needs, we will explore how to effectively meet the users' spiritual needs to provide emotional value and assist the symbiosis and growth of brand IP and brand.