this report takes the private enterprise Geely as the research object，and combs the leader of the Geely brand from the grass-roots to the Chinese brand，this development process.Geely's brand strategy also the tortuous，from independent innovation made low-quality low-cost cars to multi-brand strategy，the brand nicking adjustment，overseas mergers and acquisitions “snake swallow like”，to use international resources to build a high-end brand in China，Geely has experienced the change of thoroughly remould oneself brand，and create the no copy of competitiveness.