Research on the Impact of IP Co-Branding on Brand Value: Mechanisms, Paths and Risk Avoidance

Xiangchuan Deng

2025

Abstract

In the context of intense market competition and evolving consumer demands, especially with Generation Z as the dominant consumer group, IP co-branding has emerged as an innovative strategy to enhance brand value. This study explores the impact mechanisms, value empowerment paths, and risk avoidance strategies of IP co-branding, aiming to enrich brand theory and provide practical guidance for enterprises. Using literature analysis and multi-disciplinary theories, the research constructs a theoretical model and analyzes classic cases. It reveals that IP co-branding enhances brand value through three key paths: reconstructing cognitive value (e.g., Luckin Coffee’s collaboration with The Rose's Story reshaping brand perception), deepening emotional value (e.g., Chow Tai Seng leveraging Jay Chou’s IP to foster emotional connections), and transforming economic value (e.g., Starbucks × LINE FRIENDS driving premium sales). These mechanisms impact brand value components such as perceived quality, associations, loyalty, and market share.However, risks like value dilution, unclear authorization, and post-cooperation management deficiencies pose challenges. The study emphasizes establishing a scientific evaluation system (assessing brand-IP compatibility) and a full-process risk control mechanism (legal review, content monitoring, post-cooperation feedback) to mitigate risks. By integrating IP cultural symbolism, emotional resonance, and premium pricing power, brands can achieve differentiated development and sustainable growth. The findings highlight the strategic importance of IP co-branding in creating competitive advantages while underscoring the need for systematic risk management.

Paper Citation

in Harvard Style

Deng X. (2025). Research on the Impact of IP Co-Branding on Brand Value: Mechanisms, Paths and Risk Avoidance. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 604-609. DOI: 10.5220/0013850500004719

in Bibtex Style

@conference{iceml25,
author={Xiangchuan Deng},
title={Research on the Impact of IP Co-Branding on Brand Value: Mechanisms, Paths and Risk Avoidance},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={604-609},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013850500004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Research on the Impact of IP Co-Branding on Brand Value: Mechanisms, Paths and Risk Avoidance
SN - 978-989-758-775-7
AU - Deng X.
PY - 2025
SP - 604
EP - 609
DO - 10.5220/0013850500004719
PB - SciTePress