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經濟日報:IP聯名不可濫用
格隆匯 01-23 07:18
格隆匯1月23日丨經濟日報發文指出,“IP聯名”雖好,如果被不務正業的品牌“學廢了”,反而會弄巧成拙。這兩年,肯德基的聯名營銷之路似乎越走越“寬”:與故宮、六神花露水、國產遊戲《原神》等著名IP都開展了廣泛合作,但從效果看,消費者似乎並不買賬。比如,肯德基與六神花露水曾聯名推出一款青檸氣泡冰咖啡,就被網友吐槽:難道喝了它能驅蚊嗎?還有馬應龍口紅、瀘州老窖雪糕……如此種種生搬硬套的“拉郎配”不僅尷尬了消費者,也透支了品牌的情懷,更造成資源浪費。文化始終是IP的靈魂所在。品牌“聯姻”也要講究“門當戶對”,只有文化的契合才能讓聯名品牌相得益彰,實現雙贏。
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