Innovative approaches to brand communication Management on the example of Perfect Diary's experience in China

research shows that brand communication management is undergoing profound changes in the digital age. Emotional marketing improves brand loyalty by creating emotional connections; Accurate product positioning helps a brand differentiate itself from the competitive market; Interactive communication offers new opportunities for two-way communication between brands and consumers. This paper establishes an innovative brand communication management framework, which provides a theoretical framework and practical guidance for enterprises to develop effective brand communication strategies. In recent years, China's cosmetics market has experienced rapid growth and new brands have emerged. In this competitive market, The Perfect Diary stands out from the industry with its innovative communication strategy. This study aims to analyze the success of The Perfect Diary in the Chinese market and examine how it builds brand image and attracts customers through innovative marketing techniques, design and social media strategies. Based on theoretical analysis and empirical research, this paper will provide new insights and knowledge for brand communication management in the cosmetics industry.

Perfect Diary, brand communication, emotional marketing, product positioning, interactive communication, social media marketing