Crossover IP Image Design Strategy for the Great White Rabbit Brand Based on AHP Analysis
Authors: Zhong Wang, Wenya Zhang
Abstract: To propose a specific plan for the design of cross-border IP image of the old brand Dabai rabbit, and more consideration of user emotional needs when upgrading the brand image. The method is based on Donald Norman's design emotionality theory, using AHP hierarchical analysis to summarize the demand indicators of the cross-border brand IP image upgrade in market research and user evaluation data, and quantify the demand to generate design principles by ranking the importance level, and finally come up with the design scheme of the cross-border IP image of the Great White Rabbit and ledin. Through quantitative and qualitative methods to summarize the user needs, it was found that the top four demand indicators of the crossover IP of the Great White Rabbit were variable modeling, fun, cute style and emotional resonance, and the high demand for external visual and internal emotion reflected the rational consumption cognition of the young generation; and according to the demand indicators, the crossover IP design should focus on three major aspects of user sensitization, brand content and brand value consumption. According to the demand index, the three design principles of user sensitization, brand content and brand value consumption were proposed, and the design practice of cross-border IP image design for the Great White Rabbit brand was completed.
Keywords: the Great White Rabbit Brand, Cross, Border Brands, AHP Analysis
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