A Brief Analysis of the Enhancement of Enterprise IP Value through Internal Derivation & interconnection and External Licensing

Abstract

In the Internet era, competition among brands faces unprecedented pressure in a highly information-rich environment. Therefore, how to be easily discovered by consumers, guide their brand choices, and establish customer loyalty are necessary considerations for companies facing concentrated marketing. This is to avoid being squeezed out of the market by brands in the same category and further expand industry development to increase market share, promoting the healthy development of the company. The trend of IP construction has emerged in the strategic development of corporate brands, utilizing the Internet's characteristics of broad coverage, high precision, and efficiency. High-quality IP construction can bring substantial profits and rapid growth in influence to companies. However, many companies face a series of issues in the development of their brand image, such as incomplete development of IP value, limited scope of IP influence, and impact. This paper will analyze the specific problems and shortcomings faced by IP construction through the study of multiple sets of successful and failed cases and propose improvement solutions, namely, exploring the feasibility of internal derivation & interconnection and external licensing in enhancing the value of corporate IPs.