From “Pokémon” to IP Construction: Transmedia Narrative Strategy and Brand Communication Path in New Media

Abstract

The contemporary digital media landscape has fundamentally transformed intellectual property (IP) construction, shifting from single-medium confinement to multi-platform narrative expansion. Transmedia storytelling, where unified story worlds are built across diverse media channels, has emerged as a critical strategy for enhancing audience immersion, engagement, and long-term brand development. While existing scholarship acknowledges the theoretical potential of transmedia practices, a significant research gap persists regarding sustained operational mechanisms. Specifically, few studies examine how enduring franchises successfully orchestrate complex transmedia ecosystems to simultaneously achieve IP vitality and effective brand communication in today’s converged media environment. This study investigates the "Pokémon" franchise as a paradigm of transmedia strategy, analyzing how it drives coordinated IP sustainability and brand communication in the new media era. Three research questions guide this inquiry: (1) How does Pokémon deploy transmedia narrative techniques (e.g., world-building, narrative expansion) across games, animation, apps, and physical goods to maintain coherence and audience engagement? (2) How does cross-platform collaboration synergistically amplify the core brand message? (3) To what extent do user participatory behaviors deepen narrative immersion and brand loyalty? Adopting a qualitative case study methodology, this research examines Pokémon through analytical frameworks of transmedia storytelling, media convergence, and user engagement dynamics.