As the beauty market in China continues to expand and national brands rise in popularity, there is a new focus on domestic beauty as a major consumption trend. Perfect Diary is a standout among these national brands, particularly due to its successful co-branding marketing strategies. In the realm of co-branding marketing, certain issues arise. These include neglecting consumer pain points, susceptibility to imitation within the co-branding framework, discordance with the co-branded item's brand status, inadequate brand development, and unsatisfactory product management. Amid the current trends in national affairs and social consumption, Perfect Diary must prioritize improving brand and product quality, emphasizing brand culture and national identity during co-branding efforts, and expanding beyond typical industry practices to establish a strong emotional bond with consumers and develop enduring brand equity.

Changpeng Lu. Co-branding Marketing Strategy and Optimization of Perfect Diary from the Perspective of Brand Equity. Academic Journal of Business & Management (2023) Vol. 5, Issue 25: 64-69. https://doi.org/10.25236/AJBM.2023.052509.

[1] Nguyen H T , Ross W T , Pancras J ,et al. Market-based drivers of cobranding success[J].Journal of Business Research, 2020, 115:122-138.

[2] LU Juan, BIAN Yajing. Research on the co-branding effect of master brands under different elemental brand co-branding modes[J]. Management World, 2010(11):114-122.

[3] Maslow A H. A theory of human motivation[J]. Psychological review, 1943, 50(4):370-396.

[4] Cialdini R B, Cialdini R B. Influence: The psychology of persuasion [M]. New York: Collins, 2007.

[5] CHANG Wandi. Research on symbolic consumption behavior of brand co-branded products [J]. Old Brand Marketing, 2022, (05): 12-14.

[6] Keller K L .Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[J].Journal of Marketing, 1993, 57(1):1-22.

[7] Wang Yongtao. The Logic of Subculture Consumption in Generation Z [J]. China Youth Studies, 2021, (11): 88-95.