The brand life cycle is a process in which the brand，as a living organism，borns，grows and matures through continuous development，gradually declines，exits from the market，or adjusts the brand strategy to make the brand revitalized and finally extends the brand life cycle. It mainly includes four stages：import stage，growth stage，maturity stage and recession stage. In different stages of the brand life cycle，the interaction of internal and external ecological factors promotes the brand to form different “ecological niches”. Based on the different value and growth characteristics，enterprises need to make corresponding brand strategy selection to acquire the core competitive advantages.