圖像IP授權應用於商品設計之創作研究

Abstract

IP，即智慧財產權（Intellectual Property），是一個常被提及但難以解釋的名詞。它涵蓋了受智慧財產權保護的各種原創內容，例如電影漫畫角色、商標、藝術品、藝人、運動球星甚至音樂舞蹈創作等。根據國際授權業協會的數據，2019年全球授權商品的銷售額達到2,928億美元，相較於2018年增長了4.5%，顯示出IP授權產業的重要經濟價值。本研究旨在通過文獻探討、案例分析和與專業人士的深度訪談，針對市場上知名且穩定發展的IP，如迪士尼、三麗鷗和LINE FRIENDS，歸納IP授權應用於商品設計的相關要素，並研究各類IP授權領域的工作流程共同點。希望能夠為國內外的相關從業人員建立清晰的理解和認識，並進一步思考和發現跨領域應用的潛力，創造更大的價值於IP授權產業。最後，本研究以國內新創公仔設計師品牌SNOWMO的IP - Dudu為例，說明如何透過IP授權模式和共創價值協助該品牌進行品牌設計應用指南（Guidebook）和授權商品（Licensed Product）的設計。藉由此案例，闡述如何在IP授權領域中實現共創，並促進品牌的成長和價值的提升。IP, which stands for Intellectual Property, is a frequently mentioned but difficult-to-explain term. It encompasses various original content that is protected by intellectual property rights, such as characters from movies and comics, trademarks, artworks, celebrities, sports stars, and even music and dance creations. According to data from the International Licensing Industry Merchandisers' Association, the global sales of licensed merchandise reached $292.8 billion in 2019, showing a 4.5% increase compared to 2018. This demonstrates the significant economic value of the IP licensing industry. This study aims to explore the relevant elements of applying IP licensing to product design by conducting literature reviews, case analyses, and in-depth interviews with industry professionals. It focuses on well-established and stable IPs in the market, such as Disney, Sanrio, and LINE FRIENDS, to identify common workflow points in different IP licensing domains. The goal is to provide a clear understanding and awareness for professionals in the field, both domestically and internationally, and to further explore the potential for cross-disciplinary applications, creating greater value in the IP licensing industry. Finally, using the IP"Dudu" from SNOWMO, a domestic startup designer toy brand, as a case study, this research illustrates how IP licensing models and co-creation value can assist the brand in designing a design application guidebook and licensed products. Through this case study, the implementation of co-creation in the IP licensing field is explained, promoting brand growth and value enhancement.