In recent years, official intellectual property (IP) characters have become an important branding tool not only for corporations and government agencies but also for higher education institutions. Universities have increasingly adopted official IP characters to strengthen campus branding, communicate institutional values, and foster a distinctive campus identity. This study examines the official IP development project of the National Taichung University of Education as a case study to explore branding strategies and practical outcomes in campus brand management.
A case study approach was employed to analyze the planning and implementation of the official IP, including brand positioning, character design, social media management, campus events, merchandise development, and digital applications. The study further investigates how these strategies contribute to campus brand communication. The findings indicate that a well-developed official IP character, supported by consistent brand identity, integrated communication strategies, and diverse interactive experiences, can enhance campus brand visibility, encourage engagement among students and faculty, and strengthen campus identity and institutional image. Finally, this study proposes a practical framework for official IP branding in higher education, providing a reference for universities seeking to establish sustainable campus branding strategies through official IP development.

Authors:
Chun-Han Lin, National Yang Ming Chiao Tung University, Taiwan
Hsiwen Fan, National Taichung University of Education, Taiwan

About the Presenter(s)
CHUN-HAN LIN Graduated from the Department of Digital Content and Technology, National Taichung University of Education, and is currently pursuing a master's degree at the Institute of Communication Studies, National Yang Ming Chiao Tung University.

See this presentation on the full schedule – Tuesday Schedule

Bookmark