Research on Urban Brand IP Design - a Case Study of “YELLOWFLOWERS” in Shangrao City of Jiangxi Province

Based on IP-based urban branding, distinctive urban images are created to achieve favorable social and economic benefits. This paper establishes a four-in-one urban brand IP logic framework of “IP positioning - IP image - IP products - IP scenarios.” It thoroughly reviews the urban characteristics of Shangrao, Jiangxi province, and the Shangrao urban brand IP “YELLOWFLOWERS” (“黄花花” in Chinese). The “YELLOWFLOWERS” series of cultural and creative derivatives further introduces locally distinctive products.