Communications in Humanities Research ISSN: 2753-7072
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Research Article

Synergy Between Original IP Creation and Brand Strategy

Dingzhu YaoHebei University*

* Corresponding author: [email protected]

Abstract

Against the backdrop of an increasingly competitive digital economy and brand landscape, proprietary intellectual property (IP) stands as a vital intangible asset for enterprises. The synergistic relationship between proprietary IP and brand strategy has emerged as a focal point for both academic and practical communities. Through literature analysis, case studies, and multi-dimensional evaluation methods, this paper explores the pathways through which proprietary IP influences brand strategy formulation, marketing mix synergy, and organisational governance. Findings indicate that proprietary IP significantly enhances brand equity and market competitiveness by reinforcing brand narratives, strengthening consumer emotional connections, and optimising marketing resource allocation. Concurrently, effective cross-departmental coordination and flexible IP governance mechanisms are pivotal for achieving synergistic outcomes. Future research should further explore cross-cultural comparisons, standardised measurement tools, and ethical and legal challenges arising from emerging technologies.

Keywords: proprietary IP; brand strategy; integrated marketing communications; narrative marketing; IP governance
Published: November 11, 2025
DOI: 10.54254/2753-7064/2025.KM29421
Volume: CHR Vol.92
pp. 91-96
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