Kwon Ho-young: The secret behind 96-year-old Mickey Mouse being active

US and Japanese companies are making huge profits by using the knowledge property rights of cultural content. But Korean society lacks the know - how to use the cultural content's property. The book was written to announce the Nou-Wa-Won, which uses recognized Korean cultural content as goods, other content and brands abroad. The first chapter describes the value and meaning of content intellectual property and demand and explains the business using content knowledge property. Using a popular culture content story or character to produce and sell other cultural content and goods, we can easily get consumers and save costs and make profits. Using IPs from cultural content can also reduce the risk of producing new works. Two of them described the window strategy, the genre conversion strategy, trade strategy, product-making strategy, and brand strategy as the way to expand content knowledge property. And they gave four requirements for success in the IP extension. One, you need to get the source content that is good for expansion. You need to continue to use, modify, complement and remodel the 2 IP. The three IP variety process is followed by trans media storytelling, and the worldview can effectively expand the source content if it is properly set. The film also introduced brand strategy. It is a brand strategy that can maximize value creation by setting up the brand-identity of Cultural Contecs and then using cultural content based on it.

Korean title: 96세 미키마우스가 현역인 비밀

Korean author: 권호영

Korean publisher: 경진출판

ISBN-13: 9791192542348