Unmasking Masks An Analysis of Psychological Physical and Virtual Masks as applied to Intellectual Property(IP) Character Design in Branding and Marketing Strategies

This thesis investigates the concept of ‘masks’ as a multi-dimensional metaphor comprising psychological, physical, and virtual forms, to explore their enduring cultural relevance and transformative potential in the digital age. Here, "masks" are understood not as literal facial coverings, but as symbolic constructs that mediate identity, representation, and interaction. On a psychological level, the study draws from Carl Jung’s notion of the Persona to examine how masks function as interfaces between the self and social expectations. Physically, it explores how masks serve ceremonial, communicative, and aesthetic roles across cultures. Virtually, the thesis analyzes the evolution of character-based representation in digital environments, exemplified through icons such as Mickey Mouse and Kumamon, to highlight the increasing cultural and commercial impact of IP characters in media and branding, particularly in East Asia. Positioning IP characters as contemporary "masks," this thesis argues that they not only reflect but also construct symbolic and affective identities in a digital–consumer context. Despite the growing relevance of IP characters in China’s cultural industries, there remains a lack of systematic research beyond isolated design case studies. To address this gap, the thesis proposes and validates a novel method—3MIP (Psychological, Physical, Virtual Masks for Intellectual Property)—that synthesizes mask theory with branding and design methodology. Through design practice and pedagogical experimentation, this research contributes a practical and theoretical framework for guiding the development of brand IP characters. The outcome is intended to support novice designers and students in creating characters that are not only visually coherent but also symbolically and strategically aligned with brand identity.

Name dc:type.qualificationname

dprof

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

University of Wales Trinity Saint David

Year dc:date.issued

2025

Author dc:creator

• Xu, Jiawei

• NX Celfyddydau yn gyffredinol

Dc Identifier Grantnumber

UWTSD

OAI identifier oai:identifier

oai:repository.uwtsd.ac.uk:3988