Brand alliance is the association or combination of two or more individual brands belonging to different companies in short-term or long-term.As a widely adopted business cooperation form,the brand alliance is used to improve consumers' attitude to the product and the brand involved.The literature of the brand alliance was reviewed,including factors influencing consumers' evaluation of brand alliance,the feeding back effects of brand alliance on partner brands and the relative contribution of different partner brands to brand alliance.Future researches of brand alliance are also put out.