Research on the IP-Based Operation Strategy of Art Education Brands: A Perspective Based on User Emotional Connection and Brand Extension

DOI: https://doi.org/10.62517/jbm.202509514

Author(s)

Sijia Wang

Affiliation(s)

MicroDance Interactive (Beijing) Management Consulting Co., Ltd., Beijing, China

Abstract

In the era of the experience economy and the attention economy, art education brands face challenges such as homogeneous competition and user retention. IP-based operation, as a new brand paradigm that builds high-loyalty user communities through content and value output, provides a strategic path for the upgrading of art education brands. This paper starts from the theory of brand management, integrates the concept of IP-based operation, and constructs an analysis framework with "user emotional connection" as the core and "brand extension" as the path. The research aims to systematically elaborate on how art education brands can establish deep emotional identification and spiritual resonance with users through content matrix construction, symbolic system design, value narration, and user co-creation; and explore how to prudently carry out multi-dimensional brand extension on this basis to achieve a win-win situation between commercial value and art education value. This research provides a theoretical basis and strategic guidance for the innovative and sustainable development of art education brands.

Keywords

Art Education; Brand IP; Emotional Connection; Brand Extension; User Co-Creation; Operation Strategy

References

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