WHAT IS BRAND IP? AND WHY DOES YOUR BUSINESS NEED IT?
- Sep 23
- 3 min read
THE IMPORTANCE OF BRAND IP
In today’s world of branding and marketing, the term Brand IP is no longer unfamiliar. Yet, many SMEs still assume that Brand IP simply means “creating a cartoon mascot.” The truth is, Brand IP (Brand Identity Property) is one of the most valuable intangible assets a brand can own. It helps businesses find their voice, stay memorable, and even unlock long-term commercial value.
DEFINITION OF BRAND IP
Traditionally, “IP” refers to Intellectual Property such as patents, copyrights, and trademarks. But in branding, Brand IP is a symbolic asset that carries your brand’s spirit and builds an emotional connection with your audience.
A Brand IP can take many forms:
Characters such as mascots, brand ambassadors, or virtual influencers
Visual Symbols including patterns, icons, or exclusive graphic styles
Taglines that capture the brand’s philosophy in a memorable phrase
Product Appearance with a unique design or packaging that is instantly recognizable
👉 A Brand IP is the humanized presence of your brand. It transforms a brand from just a logo into something that can interact, tell stories, and be loved.
LOGO VS. BRAND IP
Many business owners ask: “If I already have a logo, why do I need a Brand IP?” The answer is that a logo and a Brand IP are complementary, not interchangeable.
A logo functions as the ID card of a brand. It tells people who you are. A Brand IP represents your voice and personality. It makes people remember you, like you, and want to interact with you.
For example, Coca-Cola’s logo makes the brand instantly recognizable, but its Santa Claus character brings warmth and storytelling. Nike’s swoosh logo is bold and minimal, but it is “Just Do It” and the athletes who embody it that truly bring the brand to life. The logo is the starting point, while the Brand IP deepens and extends the brand experience.
DIFFERENT TYPES OF CHARACTER-BASED BRAND IP
Among the many forms of Brand IP, character-based Brand IP is the most relatable and effective in building emotional connections. Characters have expressions, actions, and stories that make them more alive than abstract symbols or words.
Here are four major approaches to character-based Brand IP:
Story-Driven Characters｜Mickey Mouse (Disney)
More than a cartoon mouse, Mickey is the core of Disney’s storytelling empire across films, theme parks, and merchandise.
Friendly Mascots｜Ronald McDonald (McDonald’s)
A humorous and approachable figure who brought warmth and joy, turning a fast-food restaurant into part of childhood memories and family moments.
Trend Collectibles｜Labubu (POP MART)
With its unique design and limited releases, Labubu evolved from a niche collectible into a mainstream cultural icon among young people.
Cultural Icons｜Kumamon (Kumamoto Prefecture, Japan)
Originally created to promote tourism, Kumamon’s goofy charm made it an international sensation and a cultural ambassador for Japan.
👉 These examples show that character-based Brand IP is not just a mascot. It can tell stories, create emotional bonds, influence cultural trends, and even represent entire regions.
WITHOUT A BRAND IP, YOUR BRAND HAS NO VOICE
Imagine walking down a street and seeing ten coffee shop signs. Nine are plain text logos and one has a distinctive character or symbol. Which one will you remember first?
A brand without a Brand IP is like a person without a voice. It is difficult to be remembered even after multiple exposures. It lacks emotional resonance, so people may recall the product but forget the brand behind it. Even with heavy advertising, it will only capture short-term attention without lasting impact.
In contrast, a brand with a strong Brand IP is naturally more memorable and recognizable. It can create emotional connections that foster loyalty. It can expand into merchandise, licensing, and collaborations, unlocking new long-term value.
WHY SMES NEED BRAND IP EVEN MORE
Many SMEs believe that Brand IP is something only large corporations can afford. In reality, SMEs often need it even more. With limited resources, they must stand out in competitive markets, and a clear and engaging Brand IP is the most cost-effective way to achieve that.
When budgets are tight, a Brand IP acts as a free megaphone that amplifies the brand’s voice. In crowded markets, a distinct character helps the brand cut through the noise and stay top of mind. Unlike short-term advertising, a Brand IP grows with the business, building long-term value that compounds over time.
👉 For SMEs, Brand IP is not a luxury. It is a necessity for survival and growth.
DOES YOUR BRAND HAVE ITS OWN IP?
In our next article, we will dive into:
👉 “THE FOUR KEY FUNCTIONS OF BRAND IP: VOICE, MEMORY, ENGAGEMENT, AND MONETIZATION.”
This will show you how Brand IP drives sustainable brand growth beyond being “just a mascot.”
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