Since 2013, a trend in the Internet industry has been the IPization of enterprises, which has also made more and more companies realize the importance of mascot IP.
If you don't know what a mascot IP is, then we can give a simple example:
For example, an automobile company wants to advertise a new car, but the advertising period is very long and the cost involved is also high. So in order to make this advertisement seen by more people in a short period of time, they came up with an idea: use a cartoon character as the image of the advertisement.
This car company registered the cartoon image "Car Boy" as its mascot IP, and stamped its own company logo on it.
In fact, in essence, this approach is the marketing of a mascot IP.
low cost
Using a cartoon image as the IP image of the enterprise can effectively save costs. Because we are familiar with certain treasures, certain music, certain groups, etc., these are enterprises that carry out publicity and promotion through the marketing of mascot IP, which can not only save costs, but also create very good results.
high awareness
We say that a person's awareness is the degree of his understanding of the world, then the awareness of an enterprise is the extent of the enterprise's understanding of the world. If you want me to recommend a person to you, then I will sort the information of this person according to the degree of recognition:
Can reduce the marketing cost of the enterprise
In fact, the reason is very simple. When we go shopping in the mall, we often find that the merchant puts a mascot at the door to attract customers' attention. Now we will have a relatively high advertising fee for advertising, but if this kind of advertisement is replaced by a mascot, the marketing cost of the enterprise can be reduced.
Therefore, the mascot IP is a very good marketing method. If the company can use it properly, it can still bring a lot of benefits to the company.
Can form the user's mind
This is easy to understand. The mascot IP is the embodiment of the corporate image. Once the corporate image is recognized by the public, its brand value will be greatly improved.
For example: the mascot of Yiyi is a pig. This little pig is in stark contrast to other brands. It looks like a cute "little pet", which makes the image of Yiyi more plump.
Enhance brand image
Internet companies all know that the brand image of a company is very important, because it directly determines your image in the hearts of consumers. This image is the company's logo + LOGO + brand culture and values. The mascot IP can be said to be the personification of the corporate brand image, so when a mascot IP is made, it becomes a part of the brand.
For example, Mi uses its mascot to embody its brand philosophy - "Believe that mobile phones can change the world". This is an example of brand IP, and in Moumi's view, they are also very successful in embodying their core values by creating cartoon characters.
