老字号品牌IP设计及情感化传播——以茂昌眼镜为例
Time-Honored Brand IP Design and Emotional Communication—Taking Mauchang Optical as an example

随着消费者需求的变化，传统品牌不再仅仅依赖产品质量，而且需要通过独特的IP形象与消费者建立情感联系。老字号品牌IP设计的创新也迎来新的机遇，近年来，品牌IP设计的趋势更加注重年轻化、数字化、情感化的传播，并不断用各种方式与消费者进行深度互动。本文针对老字号品牌IP发展现状进行分析，总结老字号品牌IP的优势，选择茂昌眼镜这一上海百年老字号品牌，为其设计了一款IP形象“昌宝”并以昌宝为例，探索老字号品牌IP的情感化传播策略。
With the changing needs of consumers, traditional brands no longer rely solely on product quality, but also need to establish an emotional connection with consumers through unique IP images. The innovation of old brand IP design also ushers in new opportunities. In recent years, the trend of brand IP design pays more attention to youthfulness, digitalization and emotional communication, and continues to interact with consumers in depth in various ways. This paper analyzes the current situation of the development of brand IP of old brands, summarizes the advantages of brand IP of old brands, selects Maochang Optical, a century-old brand in Shanghai, designs an IP image “Changbao” for it and explores the emotional communication strategy of brand IP of old brands by taking Changbao as an example.