角色智慧財產授權之品牌設計探討

自2018年起，台灣逐漸重視智慧財產（intellectual property，以下簡稱IP）的經濟產業需求，此經濟範圍涵蓋智慧財產中的著作權交易，涉及文字創作如小說和故事、圖像創作如動漫與卡通，以及跨領域的影視、動畫與遊戲等一切可重複利用的授權與販售內容。賴文智（2021）指出文化創意產業中的IP，主要是指品牌加上內容的整體，並以知名度及愛好者為其授權交易的基礎；本研究目標以角色IP授權為主，因此可說角色IP不僅是圖像創作與設計，亦透過商業授權創造利益，以品牌經營增加知名度，總體目標是創造經濟且延續價值，透過不斷地授權不僅強化角色的喜好度更延續角色的商業生命。在此背景下，本研究的目標為：探討角色IP創作者與經營者在法律授權、角色識別設計與角色品牌三面向上的使用範圍、設計與經營方式；研究透過文獻分析得知角色IP授權的三大面向為法律、設計與品牌，再以文獻分析所得結論作為研究方法設計的架構，透過4個高度識別的國際個案分析與5個角色設計經營者的訪談分析所得：（1）角色IP授權涉及著作權授權後的商業利用與利益分享，以智慧財產權中的商標權保護，且商標權有利於角色生命的延續，另可透過營業秘密跨領域合作，擴大角色影響力；（2）角色設計在外在造型上需要符號識別化與簡化，其內在設定需要明確的世界觀與個性使受眾產生共鳴；（3）角色IP需具品牌獨特性與個性化以提高知名度，經營角色需積極與受眾互動以增加黏著度，才能在商業市場上提高授權能力。本研究提出角色IP可行的設計思考流程、品牌經營的可參考方式、及商標權的使用與維護；以及日後AI新科技影響設計相關領域時，後續可研究的參考資訊。

關鍵字

IP ；商標權；角色設計；商業識別；品牌

並列摘要

Since 2018, Taiwan has gradually placed importance on the economic and industrial demands of intellectual property. This economic scope includes copyright transactions within intellectual property, involving text creations such as novels and stories, graphic creations like anime and cartoons, and cross-disciplinary content in film, animation, and games that can be licensed and sold for repeated use. According to Lai Wenzhi (2021), IP in the cultural and creative industries mainly refers to the integration of brand and content, with licensing transactions based on recognition and fanbase. The goal of this study focuses on character IP licensing, thus character IP is not only about graphic creation and design but also creates profits through commercial licensing, enhances brand recognition, and aims to generate economic value and sustain value. By continuously licensing, it not only strengthens the character’s appeal but also extends its commercial lifespan. Against this backdrop, the objectives of this study are: to explore the usage scope, design, and management methods of character IP creators and operators in three aspects: legal licensing, character identification design, and character branding. Through literature analysis, it is found that the three major aspects of character IP licensing are legal, design, and brand. The conclusions drawn from the literature analysis form the framework for the research methodology. The study includes 4 highly identifiable international case analyses and interviews with 5 character design managers, and the findings are as follows: (1) Character IP licensing involves commercial utilization and profit-sharing after copyright authorization, protected by trademark rights within intellectual property, and trademark rights are beneficial for the extension of character lifespan. Moreover, cross-disciplinary cooperation through trade secrets can expand the character's influence. (2) Character design needs symbolic identification and simplification in external appearance, while the internal setting requires a clear worldview and personality to resonate with the audience. (3) Character IP needs to have brand uniqueness and personalization to increase recognition. Managing characters requires active interaction with the audience to increase engagement, thereby enhancing licensing capabilities in the commercial market. This study proposes feasible design thinking processes for character IP, reference methods for brand management, and the use and maintenance of trademark rights. Additionally, it provides reference information for future research on the impact of new AI technologies on the design-related fields.