Research on Innovative Brand Communication Strategies for New Media Platforms
Pei ziling

Zhejiang Hangzhou，communication university of zhejiang，310018；

Abstract: With the advent of the new media era, the environment and methods of brand communication have undergone tremendous changes. This paper aims to explore innovative approaches to brand communication strategies on new media platforms. By analyzing the characteristics of new media platforms, the current status of brand communication, and the problems faced, combined with relevant case studies, targeted and actionable innovative strategies are proposed to help brands communicate more effectively in the new media environment, enhance brand awareness, reputation, and loyalty.

Keywords: New media platform; Brand communication; Innovation strategy

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