From IP Co-Branding to emotional Resonance-Research on Disney Brand Marketing Strategy Innovation Model and Consumer Stickiness

Hefei No. 50 High School, 230000 Intersection of Emerald Road and Jiahe Road, Shushan District, Hefei, China

^* Corresponding author: elllainee_zh-H@outlook.com

Abstract

With the development of digitalization, the entertainment industry has gradually begun to transform. Fun is no longer the label of the entertainment industry, and more and more brands tend to innovate their marketing models by accurately positioning consumers’ emotional needs. Disney brand uses IP co-branding and innovative marketing strategies to arouse consumers’ emotional resonance and successfully promote customers to establish a deep brand loyalty connection with Disney brand. This study mainly discusses how Disney can further guide consumers to affirm the brand and maintain the loyalty of consumers to the brand through the marketing model of IP co-branding and emotional resonance. Through literature reading, we learned that Disney has greatly enriched its own marketing products through IP cobranding with many well-known brands and has also established an emotional bond with entertainment brands through the strategy of emotional resonance. Disney’s active interaction with online social media, as well as the immersive experience of the offline theme park, has promoted the development of the brand. In addition, Disney’s brand marketing strategy has also brought new ideas to other entertainment brands and consumer goods brands in the way of marketing, providing successful strategies that can be used for.