The use of intellectual property boost a company’s ability to grow its business, develop and launch new products, and expand into a wider different market segments. Companies are willing to pay substantial sums of money to use creator’s intellectual property in their own products and services because of the benefits. One main benefit is that customers will be very happy to pay more for a product with their favourite IP character. Using a License of an iconic character effectively drives emotional engagement with a brand, connecting the characters’ attributes and story directly with the brand’s product or service. The opportunity of the huge fanbase to become the new markets is another benefit for IP utilization, sales inevitably increase exponentially when a brand successfully uses an iconic IP.
In short, the use of IP in marketing benefits both creators and business using the characters. INFIA has been helping digital creators to maximize their IP potential, and business to harness the power of the IP for their growth.