The Effectiveness of Co-brand Barbie IP on Brand Equity

Abstract

In 2023, with the quest for gender equality, the Barbie movie is released worldwide. The movie's success led to the Barbie IP becoming a popular co-branding IP for brands. The purpose of the study was to explore why Barbie became a popular co-branding IP after the movie. This article sets Barbie's character IP and brands that have co-branded the Barbie IP as a case study. Combined, the box office of the film, brands ’s impacts after the co-branding analysis and observation, and came up with the following conclusions: Firstly, co-branding with the Barbie IP benefit brands Increase brand awareness, which is an opportunity for new brands to gain popularity. Secondly, it helps brands by spreading Barbie’s brand image. The image is already well-known; thus, the products would be bought by the Barbie fans after the movie. Thirdly, the Barbie IP gives new brands an additional brand value, because its own brand value is relatively high. All in all, co-branding with the Barbie IP increased brand’s brand equity.